The Senegalese-born TikTok creator with the highest following on the platform, Khaby Lame, last month signed an unprecedented commercial deal for about $900 million.
The sheer size of the agreement engendered conversations on the commercial power of top-tier content creators and how much investors and corporations are now willing to pour into the sector.
Khaby Lame’s $900 million deal
Social media sensation Khaby Lame sold parts of his business, Step Distinctive Limited, an e-commerce live streaming platform, to Rich Sparkle Holdings, a Hong Kong-based financial printing and corporate services provider.
Per the deal, Rich Sparkle, through its operating partners, will have the sole right to Khaby Lame’s international business operations for 36 months.
These rights, which signal a move away from traditional influencer marketing to a platform-driven economic model, cover brand alliances, endorsements, licensing, e-commerce endeavors, and most interestingly, Khaby Lame’s likeness replicated by an “AI Digital Twin.”
Rich Sparkle projects that if completely established, the integrated structure combining traffic, fulfillment, operations, and unique technologies will create more than $4 billion in annual sales.
The agreement also ensures that Khaby Lame will become a controlling shareholder in Rich Sparkle Holdings.
The commercial strategy will initially focus on the United States, the Middle East, and Southeast Asia, with implementation expected over the next three years.
Issues with Khaby Lame’s deal
Given the projections of the deal’s full potential and its sheer scale, many argued that the massive TikTok influencer now had to be worth billions of dollars.
Rich Sparkle’s stock price at one point supported this claim as Lame’s net worth, per the stock’s performance, was estimated at $3 billion, a figure that is now heavily disputed.
Additionally, Lame’s deal with Rich Sparkle Holdings pushed the company’s valuation to $16.3 billion, placing the Tik Toker’s stake worth to $6.6 billion.
However, some experts have questioned these figures and Rich Sparkle’s inconsistent market performance.
An article on Forbes highlights these concerns, citing statements from financial experts who are currently suspicious of the deal.
“Based on Rich Sparkle’s most recent stock price, Lame’s net worth appears to be $3 billion, but given its tiny float of less than 5%, Forbes would value it based on its financials and not its stock price, meaning he’s nowhere close to being a billionaire,” the article on Forbes reads.
Following the news of the deal, Rich Sparkle’s stock skyrocketed, increasing by more than 650%.
As mentioned earlier, the company’s market valuation soared to $16.3 billion ($180.64 per share), with Lame’s portion valued at $6.6 billion on paper, per his 49% ownership of Step Distinctive.
However, within days, the price plummeted by more than 75%, reaching as low as $41 per share, making securities attorneys and market analysts issue concerns over the quick surge and collapse.
Months before the deal, back in July 2025, Rich Sparkle’s listings were significantly lower, with a small offering of 1.25 million shares priced at $4 each, and a valuation of just $50 million compared to $16.3 billion currently.
“It’s very suspect,” says Brenda Hamilton, a securities attorney at Hamilton & Associates Law, about Rich Sparkle’s IPO. “
They filed a prospectus that stated they were going to pursue a certain business, and within less than a year, they had entered into a completely different business, and they issued large amounts of shares that resulted in a change of control.”
Jim Chanos, founder and managing partner at Chanos & Company, also expressed concerns, stating, “This looks completely like a Chinese stock promotion. The whole thing just seems nuts.”
Regardless of the debate, Khaby Lame’s growth remains extraordinary.
Born in Senegal and raised in Italy, he started posting on TikTok during the COVID lockdowns after losing his job.
In less than two years, he became the platform’s most followed individual, with over 160 million followers and an estimated annual profits of $20 million.
Khaby Lame’s distinct content
Khaby Lame’s content is primarily characterized by his silent, satirical reactions to overly complicated life-hack videos, a format that has resonated with a massive international audience, transcending language barriers.
His signature expression, featuring a shrug and a deadpan stare, has become instantly recognizable, turning him into one of the most bankable figures on social media.
Khaby Lame currently has an estimated 360 million followers across social media platforms, making him one of the world’s most prominent digital celebrities and a unique example of truly global creator reach.
