US-listed Rich Sparkle Holdings has completed the acquisition of Step Distinctive Limited, a company associated with TikTok creator Khaby Lame, and entered into a strategic agreement covering the global commercialisation of his content and brand. Various media outlets have said the deal is worth between $900-975m.
Khaby Lame, one of the world’s most-followed social media creators with a reported 360 million followers across platforms, is expected to be a controlling shareholder following the transaction, according to information disclosed by the company.
The deal marks a shift from project-based brand collaborations toward a more centralised operating structure for managing Lame’s commercial activities, including livestream commerce, content production, and brand development.
Under the agreement, Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based livestream and content-commerce operator, will hold exclusive global full-chain operating rights for Khaby Lame’s commercial activities for a 36-month period.
The scope of the agreement includes:
- Livestream and short-video commerce planning
- TikTok Shop operations and conversion optimisation
- Cross-border supply chain coordination, fulfilment, and after-sales services
- Brand endorsements and advertising production
- Development and commercial use of an AI-based digital avatar
Rich Sparkle said the arrangement is designed to integrate content creation, sales conversion, logistics, and post-sale services within a single operating system. It believes annual sales generated through Khaby Lame’s fan-based commercial activities could exceed $4 billion, based on internal projections.
As part of the agreement, Khaby Lame has authorised the use of his facial data, voice data, and behavioural characteristics for the development of an AI “Digital Twin,” within applicable compliance frameworks. The company said this digital avatar is intended to support multilingual content creation and virtual livestream commerce, potentially allowing for continuous operations across multiple time zones.
The commercialisation plan will initially focus on three regions: the US, the Middle East, and Southeast Asia. Rich Sparkle said each market will operate under separate pricing strategies and independent profit accounting, reflecting differences in consumer purchasing power, logistics costs, and regulatory requirements.
Beyond livestream and short-video commerce, Rich Sparkle said the cooperation also includes plans for coordinated international brand advertising campaigns and the potential development of co-branded intellectual property in categories such as beauty, fragrance, and apparel.
Pictured: Lame on TikTok
