July 9 (UPI) — A shoe factory caught fire Thursday in southeastern China, killing at least 28 people, according to state media.

Chinese President Xi Jinping urged all-out search-and-rescue efforts, follow-up handling and consolation work and a thorough investigation into its cause to hold those responsible to account, according to a statement carried by Xinhua.

The fire broke out at noon local time Thursday in Jinjiang, a city in Fujian Province. By 5 p.m., it was mostly extinguished. Local fire teams sent 183 people and 35 vehicles to the scene, the Ministry of Emergency Management said in a statement.

Videos of the fire posted online show columns of smoke rising from the building as people are seen standing on the roof. In one clip, a man is seen holding on to the outside of the building.

In a statement emergency management officials said there were casualties but did not give details.

The factory was owned by Fujian Huiteng Shoes, which employed at least 155 people, The New Times reported.

It is the latest in a series of major workplace safety incidents this year, prompting Xi to order all regions to remain on constant alert, investigate and resolve all risks and hidden dangers and safeguard lives and property.