TikTok sensation Khaby Lame has sold a major stake in his primary operating company, Step Distinctive Limited, in a deal valued at approximately Sh116–125 billion ($900–975 million) with Hong Kong-based Rich Sparkle Holdings.
The 25-year-old Senegalese-Italian creator, who has more than 360 million followers worldwide, reportedly completed the all-stock transaction as part of a strategic shift from viral content creation to structured global commerce.
Under the deal, Rich Sparkle Holdings acquired Step Distinctive Limited, in which Lame holds a 49 per cent stake, by issuing 75 million shares.
The agreement grants Rich Sparkle Holdings exclusive commercial rights to Lame’s business for three consecutive years, covering e-commerce, TikTok Shop operations, brand partnerships and the development of an AI-powered digital twin for licensing his likeness.
Following the announcement, Rich Sparkle Holdings’ shares reportedly surged sharply in a single trading session, reflecting investor optimism around Lame’s commercial influence.
Born Seringe Khaby Lame in Senegal in 2000, he rose to global prominence during the COVID-19 pandemic with simple, wordless videos that humorously mocked overcomplicated life hacks. The format resonated widely, propelling him to become TikTok’s most-followed creator.
Beyond social media, Lame has grown Step Distinctive into a business focused on livestream sales, supply chain management and content-driven commerce.
The deal is expected to further integrate his audience with technology, operations and after-sales services, with potential plans for co-branded products in beauty, fragrance and apparel, as well as AI-driven advertising content.
