Quick Read
- Khaby Lame sold his company, Step Distinctive Limited, for $975 million to Rich Sparkle.
- The deal includes an exclusive three-year operating partnership with Anhui Xiaoheiyang Network Technology Co., Ltd.
- Lame’s company projects over $4 billion in annual sales from commercialization in the US, Middle East, and Southeast Asia.
- The agreement authorizes the creation of an AI Digital Twin using Lame’s likeness for multilingual content and 24/7 fan engagement.
- Khaby Lame retains 49% ownership and long-term control of his company.
HONG KONG (Azat TV) – Khaby Lame, the 25-year-old Italian content creator who rose to global fame through silent comedy on TikTok, has sold his company managing his brand and commercial activities for a staggering $975 million. The landmark deal, announced on Wednesday, January 28, 2026, with Hong Kong-based publicly traded holding company Rich Sparkle, also includes the development of an AI Digital Twin, signaling a significant evolution in creator economy commercialization.
Seringe Khabane Lame’s company, Step Distinctive Limited, which oversees his extensive global brand and commercial ventures, was acquired by Rich Sparkle, according to a public SEC filing. The agreement stipulates that China-based livestream and content commerce operator, Anhui Xiaoheiyang Network Technology Co., Ltd., will serve as the exclusive operating partner for Lame’s global commercialization efforts for an initial three-year period.
A Near-Billion-Dollar Creator Economy Deal
The acquisition of Step Distinctive Limited for nearly a billion dollars marks one of the largest transactions in the rapidly expanding creator economy. Under the terms of the deal, Khaby Lame will retain a 49 percent stake in his company, ensuring long-term control over his brand’s direction, while Rich Sparkle Holdings gains exclusive commercial rights. This strategic partnership aims to significantly scale Lame’s global presence and revenue streams.
Projections from Lame’s company indicate that the commercialization of his vast fan base is expected to generate over $4 billion in annual sales. This ambitious target will focus on three primary markets: the United States, the Middle East, and Southeast Asia. A press release from the company clarified that this $4 billion figure is envisioned as the outcome of a comprehensive strategy combining ‘traffic plus operations plus fulfilment plus technology,’ rather than relying on a single campaign.
Introducing the AI Digital Twin
A pivotal aspect of the agreement is Lame’s authorization for the use of his Face ID, Voice ID, and behavioral models for ‘AI Digital Twin development’. This cutting-edge technology will enable the creation of multilingual social media content and host virtual livestreams, offering round-the-clock fan engagement. The AI twin is designed to replicate Lame’s distinctive voice, likeness, and mannerisms, allowing for unprecedented scalability and reach without direct physical presence from the star himself.
This move positions Lame at the forefront of leveraging artificial intelligence for celebrity brand management, offering a new model for how content creators can extend their influence and commercial opportunities globally. The digital twin concept aims to overcome geographical and temporal limitations, providing a continuous stream of content and interaction for his diverse international audience.
The Rise of a Silent Sensation
Khaby Lame, a Senegalese native who became an Italian citizen in 2022, first gained widespread recognition during the COVID-19 pandemic after losing his job as a factory mechanic in March 2020. He began creating short, silent reaction videos on TikTok and Instagram, parodied overly complicated ‘life hacks’ with simple, common-sense solutions. His hallmark expressions – wide eyes, a knowing smile, and his iconic ‘palms-up’ gesture – quickly resonated with a global audience.
Today, Lame boasts over 161 million followers on TikTok, making him the world’s most-followed creator on the platform, alongside more than 77 million Instagram followers. His estimated earnings have reached $20 million, fueled by lucrative partnerships with major brands such as Hugo Boss, Airbnb, and crypto exchange Binance, as well as collaborations with Hollywood studios.
Lame also made headlines last year when he was arrested by US Immigration and Customs Enforcement (ICE) at Harry Reid International Airport in Las Vegas. ICE stated that Lame had overstayed the terms of his visa after entering the country on April 30. He was granted voluntary departure on June 6 and subsequently self-deported from the US, according to a senior Department of Homeland Security official at the time.
This substantial deal, integrating advanced AI technology into a personal brand, underscores a transformative phase in the creator economy, where individual influence is being institutionalized and scaled into global enterprises through sophisticated digital and commercial strategies.