Chinese billionaire Zhong Congrong is a regular sight on the streets of Chongqing, China.

The 51-year-old entrepreneur likes to pick up trash, and has been doing so on the streets every single day for the last three years.

One-man anti-littering effort

He has even become an online sensation for his one-man anti-littering campaign.

The "millionaire trash collector" says that regardless of his billionaire status, he simply feels obligated to be a good role model and to spread positive energy in the community.

The reason why he is referred to as both a billionaire and millionaire is because a billion Chinese yuan is worth US$152 million -- so audiences outside of China can relate.

Street policing

In a video by Sixth Tone, Zhong is seen going around the city picking up trash while wearing a bright orange t-shirt that reads, "Stopping littering starts from you and me".

He also tries to get others to do the same, even telling a sanitation worker to ask people to pick up their own trash if she sees them littering.

He says that these people don't respect sanitation workers, and look down on the work they do.

And that's why he encourages others to confront such people and "force" them to pick up their trash:

By doing this, we can reach more people and change their bad habits.

He also says that litterbugs often face a dilemma when they're caught as they've "lost face":

For some people, they feel that it's the sanitation worker's job to pick up after them.

They think it's fine to litter, but it's beneath them to pick it up.

He visits eateries and asks diners to pick up after themselves, giving them a bit of Chinese cultural lesson at the same time:

He even brings a loudspeaker around to spread his message and to thank people for keeping the place litter-free.

The message says:

To awaken the environmental awareness of 1.3 billion Chinese people, stop littering and improve the environment.

Accepted by the community

His antics have baffled many people, with some assuming it is a publicity stunt.

But it also appears that his years of hard work has paid off.

While residents thought he was a ludicrous sight at first, they've now accepted and welcomed him into the community:

We thought it wasn't our place (to stop people from littering).

I didn't understand this guy. What can he change all by himself?

But he's been doing this for 3 years now, and I really admire him.

He also managed to get his wife on board his campaign, when she didn't dare to stop people from littering before.

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Carrying on in the face of criticisms

When he first started his personal campaign, his family was opposed to it, saying that he was exposing them to public scrutiny and criticism.

However, despite knowing that there were people who were prejudiced against him, Zhong carried on his personal mission.

You can watch the video here:

Top image via Sixth Tone