Khaby Lame, the world’s most followed TikTok creator, has sold a significant portion of his company, Step Distinctive Limited, in a blockbuster deal valued at $900 million (about ₦1.2 trillion). The sale gives a Hong Kong-based company exclusive commercial rights to his business activities for the next three years, marking one of the largest deals ever involving a social media creator.

The 23-year-old influencer, famous for his silent, humorous reaction videos, confirmed the deal on social media. Step Distinctive Limited manages Lame’s brand, commercial partnerships, merchandise, and online business operations. By selling a major stake, Khaby has ensured financial backing and global support to expand his projects while continuing to focus on content creation.

From TikTok Fame to Global Business

Born Serigne Khabane Lame in Senegal and raised in Italy, Khaby Lame became an international sensation with his unique approach to simplifying “life hacks” on TikTok. His short, silent videos quickly went viral, helping him surpass 360 million followers, making him the platform’s most-followed creator. His global reach attracted major brands, e-commerce partnerships, and business opportunities, laying the foundation for Step Distinctive Limited.

Step Distinctive Limited now oversees Khaby’s commercial ventures, including merchandise sales, live shopping initiatives, and brand collaborations. The $900 million deal grants the buyer the right to operate and profit from these ventures for three years while Khaby retains a stake in the company. The agreement also includes AI licensing rights, allowing the use of his likeness digitally for marketing and promotional activities. This ensures his brand continues to expand even when he is not physically involved.

Industry analysts say the deal reflects a broader trend in the creator economy, where social media stars evolve into business platforms. Khaby Lame’s agreement is one of the first large-scale transactions where a creator has sold commercial rights for multiple years while maintaining equity in the company.

The buyer, a Hong Kong-based investment firm, will manage Step Distinctive’s business operations globally, including merchandise distribution, influencer campaigns, and AI-driven content licensing. This structure allows Lame to continue focusing on content creation while leveraging professional expertise for global expansion.

Fans and industry observers reacted with excitement online, recognizing the deal as a milestone for content creators worldwide. Many noted that Khaby has successfully turned his social media influence into a sustainable, high-value business model.

Analysts also predict the deal could inspire other top creators to adopt similar strategies, combining social media influence with long-term business partnerships. The transaction highlights the growing financial and commercial power of creators, particularly those with global audiences.

While Khaby continues to produce content for TikTok and other platforms, Step Distinctive Limited will now operate under professional management with significant financial resources. The company’s activities are expected to expand beyond e-commerce and social media into AI and digital experiences, solidifying Khaby’s status as a creator-turned-business mogul.