An illustration of the Chinese Pavilion at Expo 1900

Drawn to a picture of the Chinese Pavilion at the 1876 Expo in Philadelphia seven years ago, 41-year-old television producer Tong Bingxue now sports a World Expo collection of over 300 pieces and has found himself with the title of China's No.1 collector of Expo paraphernalia.

"I don't care about the title. There are many other collectors of World Expos in China," the low-key Beijinger told the Global Times, "but my collection of World Expos in regards to medals from 1851 to 1958 and of old pictures of the Chinese Pavilion at each exhibition, is second to none."

With his two books Medals of the World Expos and China's Image at the World Expos published last April and an exhibition of his collection held at Shanghai Library at the same time, Tong has earned himself the reputation as an outstanding collector.

Producing a TV show in 2002 about Shanghai's 2010 bid to host Expo, Tong was inspired to change his love of old pictures into an Expo-focused collection. He spent half a year researching Expo collecting before he bought his first old picture on ebay in 2003.

A picture is not simply a picture for Tong, it is a carrier of history.

"When I am looking at an old picture in gelatin silver print or in albumen silver print, I feel like I am talking to its photographer, its first owner as well as many other previous owners across a hundred years of time," Tong said, adding that a true collector is one interested in the story behind his collection and who endeavors to dig it out.

One of Tong's most treasured items is a 28 x 12 centimeter table screen titled Our Lady of China that debuted at the 1904 St. Louis Fair. The screen combines Western and Chinese cultures by featuring Mary and Jesus dressed in the Chinese costumes of Empress Dowger Cixi. After endless research, Tong said he finally found that it was made at Shanghai's Tou-se-wei Studio opened by Western preachers 100 years ago.

"That's the biggest joy of collecting for me, proving history through my collection," he explained.

With Shanghai Expo now underway, Tong's collection has caught the attention of many.