Khaby Lame is turning his global audience into an AI-powered content and commerce engine.
Khaby Lame, the world’s most-followed TikTok creator, has sold his core business entity in a deal valued at $975 million, according to a filing with the US Securities and Exchange Commission.
The 25-year-old creator transferred Step Distinctive Limited, the company that manages his global brand and commercial rights, to Rich Sparkle, a Hong Kong–listed holding company. The transaction will close through the issuance of 75 million ordinary shares, positioning Lame as the controlling shareholder of Rich Sparkle.
Before the transaction, Lame owned 49% of Step Distinctive Limited. Following the deal, the company will continue operating under his leadership, with an expanded focus on technology-led growth.
A shift toward AI-led monetisation
Alongside the sale, Lame approved the use of his Face ID, Voice ID, and behavioural data to develop an AI-powered digital twin.
That digital replica will anchor a new livestream commerce strategy. The model allows Lame’s likeness to host multilingual, round-the-clock shopping streams across global markets without physical presence.
Rich Sparkle said Lame’s fan-driven ecosystem could generate more than $4 billion in annual sales once scaled. The company plans to deploy the AI twin across multiple time zones to maximise reach and conversion.
Meanwhile, livestream shopping continues to grow rapidly. In China alone, the sector generated over $40 billion in sales in 2024, according to Grand View Research. Analysts expect the market to expand at a 37.4% annual rate, reaching $672 billion by 2033. Adoption is also accelerating in the US through platforms such as TikTok Shop and Whatnot.
From viral fame to global business
Lame remains the most-followed account on TikTok, with more than 160 million followers and 2.6 billion likes. His rise began in 2020, when he started posting silent reaction videos after losing his factory job during the pandemic.
Momentum followed quickly. Within 17 months, he crossed 100 million followers, becoming the first Europe-based creator to reach that mark.
Today, his business extends far beyond social media. According to Forbes, Lame earned an estimated $20 million in 2025, ranking No. 10 on its Top Creators list. His brand partnerships include Hugo Boss, Airbnb, Binance, and several Hollywood studios. He has also appeared at the Met Gala and starred in a Super Bowl commercial.
A new phase for the creator economy
Earlier this year, Lame briefly made headlines after a visa overstay incident in Las Vegas. US authorities allowed voluntary departure, clearing the way for future re-entry.
Now, the focus has shifted back to business.
By selling Step Distinctive Limited while retaining control, Lame has repositioned himself. He moves from being just a creator to becoming a scalable platform, one built on AI, commerce, and global distribution.
The deal signals a broader shift in the creator economy. Influence alone is no longer the endgame. Infrastructure, automation, and ownership now define the next stage.
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(Photo By Sam Barnes/Sportsfile via Getty Images)
