Khaby Lame, the world’s most-followed TikTok creator, has struck a deal valued at about $900 million after selling part of his commercial company, Step Distinctive Limited, marking one of the largest monetisation deals involving a global content creator.
The transaction was disclosed by Rich Sparkle Holdings (ANPA.US), a U.S.-listed firm, which announced the completion of its acquisition alongside a strategic partnership tied to Lame’s global commercial operations.
Under the agreement, Rich Sparkle, through its operating partners, will hold exclusive rights to Khaby Lame’s brand partnerships, endorsements and e-commerce business for an initial 36-month period.
The company estimates the integrated model could generate over $4 billion in annual sales once fully deployed. As part of the deal, Khaby Lame will become a controlling shareholder in Rich Sparkle, transitioning from influencer collaborations to an equity-driven role.
Commercial rollout will begin in the United States, the Middle East and Southeast Asia, in partnership with China-based Anhui Xiaoheiyang Network Technology Co. Ltd.
Khaby Lame, a Senegal-born creator known for his silent, minimalist videos, commands about 360 million followers across platforms. Rich Sparkle says the acquisition signals a shift from one-off brand deals to a centralised, platform-style commercialisation model.
The agreement also includes plans to develop an AI digital twin of Khaby Lame, enabling regulated virtual content production and livestreams, alongside future premium collaborations in beauty, fashion and lifestyle segments.
