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.