Global social media star Khaby Lame has sold a major stake in his business, marking one of the most significant commercial deals involving a digital creator to date.
Lame, who rose to fame through his silent, comedic reaction videos on TikTok, completed the transaction through Step Distinctive Limited, the company that manages his commercial operations.
The stake was sold to Rich Sparkle Holdings Limited, a Hong Kong–based firm, in an all-stock acquisition valued at an estimated $900 million to $975 million (approximately Sh116 billion to Sh125 billion).
The deal gives Rich Sparkle Holdings control of Step Distinctive Limited while allowing Lame to retain a significant ongoing interest in the business under the new ownership structure.
According to filings and reports, Rich Sparkle Holdings acquired Step Distinctive Limited by issuing 75 million new shares to the sellers, a group that included Khaby Lame and several affiliated corporate entities.
Before the transaction, Lame personally held about 49 per cent of Step Distinctive, making the sale a substantial transfer of ownership.
The agreement grants Rich Sparkle exclusive commercial rights to Khaby Lame’s brand and business operations for an initial period of three years, with options tied to future performance.
These rights cover areas such as e-commerce, brand partnerships, livestream shopping and technology-driven content initiatives.
Despite selling a major stake, Lame is expected to remain closely involved in the business.
Reports indicate that he continues to hold a meaningful shareholding in the new structure, aligning his personal success with the company’s long-term performance.
News of the acquisition had an immediate impact on Rich Sparkle Holdings, whose share price reportedly surged in pre-market trading following the announcement.
Khaby Lame’s rise is one of the most dramatic success stories in the digital age.
Born in Senegal and raised in Italy, he gained worldwide recognition during the COVID-19 pandemic after losing his factory job and turning to content creation.
His silent videos — mocking overly complicated ‘life hack’ clips with simple, wordless reactions — resonated across cultures and languages, helping him amass one of the largest followings in social media history.
For Rich Sparkle Holdings, the acquisition offers access to one of the most valuable personal brands in the digital economy.
The company now controls the commercial engine behind Lame’s brand, including merchandise sales, online retail operations and technology-based initiatives.
The deal also positions Rich Sparkle to aggressively expand into livestream commerce, a rapidly growing sector that combines entertainment and shopping in real time.
This model has already proven highly lucrative in parts of Asia and is increasingly being adopted globally.