At least 14 people have died with 40 others left injured after a fire ripped through a popular karaoke bar as desperate drinkers jumped from a balcony to escape the flames.
The inferno engulfed the second and third floors of the building in Binh Duong, southern Vietnam, trapping customers and staff.
It is understood that of those still in hospital, 11 are in a serious condition.
The bar was set ablaze and the fire quickly spread due to the building's wooden interior.
Many were seen leaping from a balcony, breaking their hands and legs as they tried to jump to safety.
Prime Minister Pham Minh Chinh this morning ordered the Ministry of Public Security and provincial authorities to investigate.
Nguyen Thanh Tam, speaking on behalf of the communist party in Thuan An, said: "Rescue teams are still looking for victims at the scene. The cause of the fire has not been determined and is being investigated."
A witness, identified herself only as Quynh, said: "When the fire broke out, I was so panicked and ran for safety and can't remember how it happened."
Nguyen Sang, who lives near the karaoke bar but wasn't inside, told the VnExpress news site, said: "Many people ran outside through the main entrance, but many others could not stand the heat and they jumped down, breaking their hands and legs."
Mr Chinh also ordered cities and provinces across the Southeast Asian country to step-up safety standards at facilities prone to fire, including at karaoke bars.
Karaoke is popular in Vietnam, but lax safety standards at venues have raised concerns.
Three firefighters were killed in a fire at another bar in Hanoi last month.
Six years ago, a huge fire at a karaoke bar in Hanoi left 13 people dead.
