The fire started on the rooftop of the five-storey building around 4:00 PM and quickly spread, affecting large quantities of goods across multiple floors. Firefighting efforts continued until Sunday morning.

The Ministry of Local Government issued a statement expressing solidarity with those affected and commending the swift response from the Rwanda National Police Fire and Rescue Brigade, local authorities, and residents, which prevented the fire from spreading to adjacent structures.

An investigation is underway to determine the cause of the fire. The government has committed to assisting in the rehabilitation of the market to enable businesses to resume operations. GOICO Plaza is a major hub for approximately 2,000 traders, making it the largest market building in the Northern Province. The full extent of the financial damage is still under assessment.