Khaby Lame, the world’s most-followed TikTok creator, has sold his company Step Distinctive Limited in a massive $975 million deal, according to a public SEC filing. The acquisition was made by Rich Sparkle, a Hong Kong-based publicly traded holding company. As part of the transaction, Lame also authorized the development of his AI digital twin, leveraging his Face ID, Voice ID, and behavioral models for multilingual, cross-time-zone livestream e-commerce content.

The Deal in Detail

Step Distinctive Limited manages Lame’s global brand and commercial activities, including sponsorships, merchandise, and licensing. Under the terms of the deal, Rich Sparkle will issue 75,000,000 ordinary shares to acquire the company. Despite the sale, Lame will remain at the helm of Step Distinctive and now holds a controlling share — a significant increase from his previous 49% stake. According to a press release from Rich Sparkle, this partnership could generate more than $4 billion in annual sales, positioning Lame at the forefront of the AI influencer economy.

The AI digital twin component is particularly noteworthy. Lame has granted full rights to use his face, voice, and behavioral data to create a virtual version of himself that can host livestreams in multiple languages across different time zones, effectively scaling his presence without his physical participation. This move signals a growing trend among top influencers to monetize their digital likenesses while expanding their reach globally.

Khaby Lame’s Rise to Fame

Lame, an Italian influencer of Senegalese descent, became a global sensation during the COVID-19 pandemic with his signature deadpan reaction videos that humorously correct overcomplicated life hacks. His silent, expressive style transcended language barriers, helping him amass a record-breaking 142.8 million followers on TikTok by 2022, overtaking Charli D’Amelio. As of 2026, his follower count has swelled to over 160 million, making him the undisputed king of the platform.

Before his social media career, Lame worked multiple jobs, including a stint in a factory, to support his family. He has often spoken about how TikTok started as a fun distraction during the pandemic. “It wasn’t something that I expected to be my form of work in the future,” he told PEOPLE in 2024, when he was named one of the magazine’s Creators of the Year. His first major purchase after achieving financial success was a larger house for his family of seven — a testament to his humility and dedication to his roots.

Implications of the AI Twin

The authorization of Lame’s AI digital twin marks a significant step in the convergence of influencer culture and artificial intelligence. While many celebrities have experimented with AI avatars for virtual concerts or social media posts, Lame’s deal specifically focuses on livestream e-commerce — a booming sector in markets like China and the United States. The AI twin will be trained on Lame’s behavioral models, enabling it to interact with audiences in real time, recommend products, and even crack jokes in his signature style, all without the physical and temporal constraints of a human host.

This development raises questions about the future of influencer marketing and digital identity. As AI twins become more common, creators may face new challenges in controlling their digital personas and protecting their likeness from misuse. However, for Lame, the deal appears to be a carefully structured move to secure long-term revenue while retaining creative control.

Rich Sparkle’s Strategy

Rich Sparkle, the acquiring company, specializes in media and technology investments in Asia. By bringing Lame under its umbrella, the firm aims to bridge Western influencer talent with the massive e-commerce ecosystem in the East. The company has not disclosed specific plans but hinted at integrating Lame’s AI twin into platforms like TikTok Shop, Alibaba’s Taobao Live, and other video-commerce channels. The deal is expected to close within the next quarter, pending regulatory approvals.

Industry experts have noted that this acquisition could set a precedent for how influencers monetize their intellectual property. With valuations soaring, more top creators may follow Lame’s path by selling their companies or licensing their digital twins to larger media conglomerates. The $975 million valuation for Step Distinctive is particularly striking given that Lame’s company was built almost entirely on his personal brand, without traditional assets like factories or real estate.

Lame’s journey from factory worker to billionaire influencer is a modern-day fairy tale. His story continues to inspire millions of aspiring creators worldwide, proving that with the right mix of talent, timing, and strategic decisions, social media fame can translate into extraordinary wealth. As his AI twin prepares to take the digital stage, Khaby Lame remains firmly in control of his empire — both human and virtual.

Source: Yahoo Entertainment News