BEIJING (AP) — A fire broke out at a shoe factory in the eastern Chinese province of Fujian on Thursday, killing 28 people, the official Xinhua News Agency said.

Chinese President Xi Jinping demanded "an all-out search and rescue effort", urging a swift investigation of the incident and "strictly hold those responsible accountable".

The blaze started at a factory in Huiteng shoe company in the city of Jinjiang, the city's fire department said in a statement. The cause of the fire was not immediately known.