First:43 is a diecast model car brand that focuses on 1:43 scale models (hence the name). The brand is owned by Premium & Collectibles Trading Co. Ltd. (PCT), a Hong Kong–based company. PCT also owns or distributes other model brands like Triple9 Collection, J-Collection, Hi-Story, and Vitesse.

The range mainly consists of Japanese brands exclusively in 1/43 scale and in resin. These are Japanese models with the steering wheel on the right. The quality is mid-range — more detailed than budget brands (like NewRay), but not as high-end as Spark or Ebbro.