Khaby Lame: The Rise of a Global Empire
At just 25 years old, Khaby Lame, the Italian-Senegalese creator who has been the most followed person on TikTok since 2022, has reached a new milestone. His popularity is no longer limited to the humorous, wordless videos that have conquered the world. It is now transforming into a full-fledged commercial empire.
Khaby has just signed a strategic agreement with Rich Sparkle Holdings, a Hong Kong-based investment group, regarding the partial sale of his company Step Distinctive Limited, which manages his image and commercial activities. The transaction is valued at approximately $975 million. Despite this sale, Khaby remains involved in the company's direction and retains an active role in its decision-making.
Step Distinctive Limited encompasses his partnerships with brands, e-commerce activities, and the exploitation of his image. The agreement also includes the development of an AI-based digital twin capable of producing content and selling products continuously in multiple languages and countries. This innovation could significantly extend the reach of his brand beyond TikTok videos.
Beyond TikTok, Khaby has been a UNICEF Goodwill Ambassador since January 2025, using his fame to support social and humanitarian causes. This operation demonstrates how a creator can transform their popularity into a global commercial empire.
