CEBU (Updated) -- Authorities have raised the fire alarm in Metro Ayala Center Cebu to Task Force Alpha, as black smoke continues to billow from the department store's third floor as of 11 p.m. Friday, January 5.

Task Force Alpha means that all fire stations, including those of neighboring cities, shall respond to the alarm.

Police and responders from villages have also responded, along with members of emergency rescue units.

As of 11:10 p.m., firefighters are still trying to put out the fire.

The Bureau of Fire Protection said it received the alarm around 10 p.m., in time for the mall's closing.

But Metro Gaisano said in a statement sent to SunStar that the smoke was detected at the toys stockroom in the building's third floor around 9:30 p.m.

"The Metro Ayala Emergency Brigade Team and Ayala Center Cebu Emergency Brigade Team are working with the Bureau of Fire (Protection) and other emergency response teams to manage the situation. All customers and personnel were safely evacuated," the Metro Gaisano management said.

Authorities advised the public to avoid the Ayala Center Cebu area as of 11 p.m. due to thick smoke.

Below is a live report by Johanna Marie Bajenting of SunStar Cebu.

(SunStar Philippines)