A 7.3 magnitude earthquake rocked southern parts of Japan early Saturday morning, leaving at least 15 people dead.

The massive quake with an epicenter in Kumamoto prefecture struck at 1:25 a.m. local time on Saturday morning/4:25 p.m GMT on Friday.

More than 700 people were injured in the fresh tremor in the region. Local media reported that many people are trapped under the rubble of collapsed buildings and structures. Japan Meteorological Agency issued a tsunami advisory for the coastal areas of Kyushu region following the latest tremor.

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"No question, this is a large and very important earthquake. And it will do a lot of damage," a United States Geological Survey (USGS) scientist said. "The four islands of Japan are on the edge of what's traditionally been known as the 'Ring of Fire'" -- a stretch along parts of the Pacific Ocean prone to volcanoes and earthquakes."

The devastating quake came a day after more than half a dozen people killed in a 6.5 magnitude quake in same prefecture.

The latest quake sparked panic among local residents. Nearly 70,000 people have left their homes and taken shelter at public buildings and hotels. 

"Please let's help each other and stay calm," government spokesperson Yoshihide Suga appealed on television. 

TagsJapan, earthquake, Kumamoto, Kyushu, Tusnami