Summary:
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Khaby Lame sells stake in company managing his brand for $975 million, remains controlling shareholder for global expansion.
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Most-followed TikTok creator gained fame mocking life hacks, amassing 160 million followers; deal aims to surpass $4 billion in sales.
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Lame’s silent videos lead to partnership with investment firm for AI-powered digital twins, showcasing shift in creator economy.
Khaby Lame, the world’s most-followed TikTok creator, has sold a stake in the company that manages his global brand and commercial partnerships in a deal valued at roughly $975 million, according to reports.
The 25-year-old influencer sold Step Distinctive Limited to Hong Kong–based investment firm Rich Sparkle, a transaction that underscores how creator-led audiences are increasingly being converted into large-scale commerce businesses. Lame will remain the controlling shareholder and continue to oversee day-to-day operations, positioning the company for aggressive global expansion.
Khaby Lame, The World’s Most-Followed TikTok Creator, Sells His Main Operating Company For $900 Million pic.twitter.com/Lp0xEjDL4W
— Earn Your Leisure (@EarnYourLeisure) January 23, 2026
Lame rose to international fame during the pandemic for his silent TikTok videos mocking overcomplicated life hacks with exaggerated gestures and expressive looks.
The minimalist format resonated worldwide, helping him amass more than 160 million followers and making him the most-followed creator on the platform.
According to details cited by The New Times Rwanda, the deal is expected to accelerate Step Distinctive’s ambitions to surpass $4 billion in annual sales. Plans reportedly include expansion into AI-powered digital twins, technology that could replicate Lame’s likeness, voice, and mannerisms for livestream shopping and brand activations across multiple markets and time zones.
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The move reflects a broader shift in the creator economy, where influencers are no longer just brand ambassadors but owners of scalable global businesses. Lame has already partnered with major fashion houses and global brands, but the new investment signals a push toward long-term infrastructure rather than one-off endorsements.
The transaction further cements Lame’s status as one of the most commercially successful digital creators in the world, achieved largely without speaking a word on camera.
