At Least 28 Killed in Shoe Factory Fire in China’s Fujian Province
President Xi Jinping orders all-out rescue and strict accountability after a midday blaze at the Huiteng shoe factory in Jinjiang, a city that produces a fifth of the world’s sports shoes.
At least 28 people were killed on Thursday when a fire engulfed a multi-storey shoe factory in Jinjiang, a coastal city in China’s Fujian province, according to state media. The blaze broke out around noon local time at the Huiteng Shoes plant, where 239 people were present, the official Xinhua news agency reported. Of those, 213 managed to escape, but two died later in hospital and 26 others who had been reported missing were confirmed dead.
Footage broadcast by state television CCTV showed thick black smoke billowing from shattered windows as flames consumed the lower floors, while a group of workers sought refuge on the rooftop. Local fire chief Du Zhenzhou told CCTV that stairwells and exits were blocked by piles of shoe materials, hampering efforts to reach upper levels. More than 180 firefighters and 35 vehicles were deployed, the Ministry of Emergency Management said, and open flames were largely extinguished by late afternoon, though rescue operations continued into the evening.
President Xi Jinping issued instructions describing the incident as causing “heavy human losses” and demanding an all-out search and rescue effort, as well as swift identification of the cause and strict accountability for those responsible. Preliminary findings cited by CCTV indicate the fire started on the ground floor, where highly flammable adhesives and raw materials were stored. The company’s owner and several other personnel have been detained, and the firm’s bank accounts frozen, Xinhua reported.
Jinjiang is often referred to as China’s “shoe capital”, with its thousands of factories producing more than 1.2 billion pairs of shoes in 2024, accounting for roughly 20 per cent of global output, according to official data. The disaster follows a series of deadly industrial and residential fires in China, including a November blaze in Hong Kong that killed 168 people and a fireworks factory explosion in May that left 37 dead. The cause of Thursday’s fire remains under investigation, and authorities have not ruled out a higher final death toll.
| Chinese press | 0.00 | neutral |
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| Atlantic / Anglosphere press | 0.00 | neutral |
| Russian & CIS press | −0.20 | neutral |
The Chinese government orders a swift investigation and punishment of those responsible, while expressing condolences for the victims.
By focusing on Xi's personal involvement and the rapid mobilization of resources, the narrative frames the tragedy as an isolated incident being handled competently, deflecting from systemic issues.
It omits mention of previous industrial accidents in China in 2026, which could suggest a systemic problem.
We report the fire as a major disaster with at least 28 dead and many trapped; dramatic footage conveys the severity.
By using dramatic footage and focusing on trapped victims, the narrative creates a sense of urgency and humanizes the tragedy, appealing to empathy.
It omits Xi's demand for a swift investigation and accountability, nor does it mention previous accidents.
Russia reports the incident highlighting the context of repeated industrial accidents in China, implying implicit criticism of safety management.
By juxtaposing Xi's instructions with the mention of previous accidents, the narrative creates a frame of systemic failure, suggesting that the tragedy is not isolated.
It omits the dramatic footage and trapped people, focusing instead on the context of accidents.
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