A fire at the Huiteng Footwear factory in Jinjiang, China’s self-proclaimed 'shoe capital,' has killed at least 28 people, state media reports. Dramatic footage from Xinhua shows plumes of black smoke and people trapped on the roof, because nothing says 'quality footwear' like a burning building.

President Xi Jinping weighed in, calling the blaze a case of 'significant casualties' and demanding those responsible be held 'strictly accountable' - which in China usually means someone’s about to have a very bad week.

Jinjiang, in Fujian province, manufactures 20% of the world’s sports shoes, so this fire is not just a tragedy but also a potential sneaker shortage. The fire erupted around noon local time, and hundreds of rescue workers evacuated over 200 people. The cause? Possibly flammable materials stored on the ground floor - because storing flammables in a factory is always a bright idea.

This comes after China launched a fire prevention campaign following a November blaze in Hong Kong that killed 168 people. Apparently, the campaign needs a little more work.