At least 28 people were killed in a fire that broke out at a shoe factory in eastern China, state media reported Thursday, with more than 500 people involved in extinguishing the blaze and rescuing workers.

The fire erupted at the "Huating" shoe factory in Jinjiang, Fujian Province, around noon (04:00 GMT), according to authorities, trapping those inside for hours.

Live footage broadcast by state broadcaster CCTV showed fire trucks spraying water on a multi-story building, with thick smoke billowing from shattered windows.

The footage showed people taking shelter near windows and on the roof of the building as the fire raged on the lower floors.

Xinhua News Agency reported at least 28 people dead.

The agency announced the detention of the factory's director and others linked to the incident, as well as the freezing of the factory's accounts, without providing further details.

CCTV reported that local firefighters deployed more than 500 people for rescue operations.

"Huge human casualties," Xi said in remarks carried by Xinhua, calling for "all possible efforts in search and rescue and support for the families of those affected."

He stressed the need to "determine the cause of the fire as quickly as possible... and hold those responsible accountable."

Fire and rescue teams dispatched 183 personnel and 35 vehicles to the scene, according to a statement from the Ministry of Emergency Management.

"The cause of the fire should also be investigated, lessons learned, and effective measures taken to prevent similar incidents from recurring," it said.

A factory official told local media that the plant contained large quantities of adhesives and raw materials used in shoemaking, which contributed to fueling the fire.

In November, a campaign was launched to raise awareness of fire risks in high-rise buildings after a massive fire engulfed residential towers in Hong Kong, killing 168 people.

A month later, a fire broke out in a residential building in Guangdong Province, southern China, killing 12 people.