January 28, 2026 — In one of the most remarkable milestones in the creator economy, global social media star Khaby Lame has agreed to sell his principal business — Step Distinctive Limited in a blockbuster deal valued at $975 million, marking a watershed moment for influencer-driven enterprises.
The 25-year-old content creator, whose signature silent humor made him the most-followed personality on TikTok, reached the agreement with Rich Sparkle Holdings, a publicly traded firm based in Hong Kong, according to official filings and corporate disclosures reported by Forbes.
From Viral Clips to Corporate Powerhouse
Step Distinctive Limited, the company behind Lame’s brand management, e-commerce initiatives, and global partnerships, will now operate under the Rich Sparkle umbrella in an all-stock transaction. Roughly 75 million ordinary shares were issued as consideration, positioning Lame as a controlling shareholder of the larger combined entity.
Before the transaction, Lame owned 49 % of Step Distinctive, which coordinated many of his multimarket campaigns, licensing deals, and commercial activities. Despite the sale, he will continue playing an active leadership role within the business.
AI Digital Twin and Livestream Commerce: The Next Frontier
A groundbreaking part of the deal includes Lame’s authorization for the development of an AI-powered “digital twin” a virtual version of himself created using his Face ID, Voice ID, and behavioral data. This digital avatar is set to drive multilingual livestream e-commerce, enabling 24/7 shopping experiences across time zones and potentially elevating annual revenue to billions of dollars once fully deployed.
Industry analysts predict that this convergence of influencer culture with artificial intelligence could redefine revenue models for personal brands and digital commerce platforms alike.
See what's next: Study Finds Streaming Television Still Dominated By White Creators, Exposing Deep Diversity Gaps
What This Means for the Creator Economy
Khaby Lame’s rise from TikTok sensation to corporate shareholder symbolizes a significant shift in how digital influence is monetized. No longer limited to one-off sponsorships or periodic collaborations, top creators are now turning attention into assetized businesses with long-term strategic value.
With a global audience that spans hundreds of millions of followers, Lame’s brand deals previously included collaborations with major international brands and this mega-sale cements his position not just as a cultural figure, but as a commercial innovator leveraging technology and equity to expand his global impact.
Beyond TikTok: The Future of Digital Celebrity Commerce
The transaction highlights evolving trends in digital economy monetization:
- Stock-based compensation and equity ownership for creators.
- Integration of AI to scale content production and commerce globally.
- Cross-border strategies for multilingual engagement and brand penetration.
As brands and audiences increasingly intersect in virtual marketplaces, the sale of Step Distinctive Limited offers a blueprint for turning social influence into scalable, long-term commercial enterprises.
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