Haze alert has been raised by the Cebu City Disaster Risk Reduction and Management Council (CDRRMC).
This comes as smoke coming from the fire at Metro Ayala Department Store covers several barangays in Metro Cebu.
Local authorities are advising residents to temporarily evacuate to avoid inhaling the fumes.
The mall is located in the city's business park.
As of Saturday noon, the blaze has been raging for 15 hours.
The Cebu Fire Department says, Task Force Bravo is up.
The incident began at the toy section of the mall at the third floor.
Firemen are now using two backhoes to drill holes from the ceiling to reach the third floor.
They are also using breathing apparatus as they try to put out the fire.
Authorities cannot yet determine if there are people trapped inside the burning establishment.