According to the concept of active sites, the activity of heterogeneous catalysts correlates with the number of available catalytic sites and the binding affinity of the substrates. Herein, we report a single-molecule, single-particle fluorescence approach to elucidate the inherent photocatalytic activity of exposed surfaces of anatase TiO2, a promising photocatalyst, using redox-responsive fluorogenic dyes. A single-molecule imaging and kinetic analysis of the fluorescence from the products shows that reaction sites for the effective reduction of the probe molecules are preferentially located on the {101} facets of the crystal rather than the {001} facets with a higher surface energy. This surprising discrepancy can be explained in terms of face-specific electron-trapping probability. In situ observation of the catalytic events occurring at the solid/solution interfaces reveals the hidden role of the crystal facets in chemical reactions and their impact on the efficiency and selectivity of heterogeneous (photo)catalysts.