Khaby Lame’s $975 Million Deal: The Rise of AI, Digital Twins, and the New Creator Economy

Khaby Lame, the world’s most-followed TikTok creator, has just made history, not with a viral video, but with a business deal that signals a new era for digital creators.

In January 2026, Lame’s company, Step Distinctive Limited, was acquired by Rich Sparkle Holdings (a Hong Kong-based firm trading as ANPA.US) in a transaction valued at up to $975 million. This landmark agreement is more than a headline-grabber; it’s a case study in how technology, intellectual property, and global commerce are reshaping the business landscape.

From Social Media Star to Digital Infrastructure

Khaby Lame’s rise is a testament to the power of digital platforms in transforming individual lives. After losing his factory job in Italy during the COVID-19 pandemic, Lame turned to TikTok in 2020, using his trademark silent humour to comment on everyday absurdities. His relatable, wordless reactions quickly resonated with a global audience, allowing him to break language barriers and amass a staggering following. By August 2021, he had reached 100 million followers in just 17 months, becoming the first Europe-based creator to achieve this milestone and, eventually, the most-followed person on TikTok.

The acquisition of Step Distinctive Limited marks a new chapter in Lame’s career. No longer just a content creator, he is now at the forefront of digital innovation. The centrepiece of the deal is the creation of a hyper-realistic AI Digital Twin, powered by Lame’s own biometric data. This technology will allow his digital persona to produce content, engage with audiences, and drive commercial campaigns across multiple languages and markets, 24 hours a day, without geographical or physical limitations. In effect, Lame is transitioning from being a social media star to becoming a piece of global digital infrastructure, setting a precedent for how personal brands can be scaled and monetised in the age of artificial intelligence.

Industrialising Influence: The Commercial Shift

This transaction marks a significant shift in the creator economy. Where once creators relied on brand deals and endorsements, Lame’s deal with Rich Sparkle Holdings “industrialises” his digital persona.

The AI twin will:

1. Produce multilingual content for global audiences

2. Host virtual livestream e-commerce sessions 24/7, overcoming human limitations

3. Power simultaneous marketing campaigns across the US, Middle East, and Southeast Asia

   
   

Rich Sparkle projects that these AI-driven activities could generate over $4 billion in annual sales, transforming Lame’s brand into a scalable, global commercial engine.

Legal and Commercial Insights

Several key legal and business concepts underpin this deal.

Biometric Data as Intellectual Property: Lame’s authorisation to use his biometric data highlights the growing value of personal data in the digital economy. Protecting and commercialising such data requires robust legal frameworks and careful contract drafting.

Share-Based Acquisition: The deal is structured through the issuance of 75,000,000 Ordinary Shares of Rich Sparkle, making Lame a controlling shareholder. This allows him to benefit from future growth while retaining significant influence over the company’s direction.

Transition from Talent to Infrastructure: By becoming a controlling shareholder, Lame shifts from being simply “talent” to a key part of the company’s infrastructure, shaping strategy and benefiting from long-term value creation.

The Future of Content and Commerce

Rich Sparkle Holdings aims to build a “sustainable, high-growth global content e-commerce ecosystem.” By leveraging AI and digital twins, the company is poised to revolutionise how brands engage with consumers, breaking down barriers of language, geography, and time.

Notably, this acquisition marks a significant pivot for Rich Sparkle Holdings. Previously, the company’s primary focus was on financial printing and corporate services for listed companies in Hong Kong. The move into digital commerce and AI identity licensing represents a bold new direction, positioning Rich Sparkle as a major player in the emerging landscape of digital assets and creator-driven technology. This strategic shift underscores the growing importance of digital identity and artificial intelligence as engines of future commercial growth.

Key Takeaways

Khaby Lame’s $975 million deal is more than a personal success story; it is a blueprint for the future of the creator economy. It demonstrates how digital assets, intellectual property, and innovative deal structures can unlock enormous commercial value. As technology continues to evolve, the intersection of law, business, and creativity will only become more important.

This is a story of transformation, not just for one creator, but for the entire digital landscape.