First:43 Models (often written as First43) is a highly popular entry-level model car brand engineered under the umbrella of Sun Rich Asis (SRA), the prominent parent company behind premium brands like Kyosho and J-Collection. First:43 was specifically introduced to provide collectors with budget-friendly, yet remarkably accurate, 1:43 scale die-cast replicas. 

The brand focuses primarily on classic, everyday Japanese Domestic Market (JDM) vehicles from the 1960s through the 2000s, filling a gap for nostalgic street cars rather than rare hypercars.

Unlike modern boutique resin brands, First:43 stays true to traditional, durable die-cast zinc alloy bodies. This gives the compact 10 cm models a heavy, satisfying feel. They heavily specialize in the unsung heroes of Japanese automotive history. Their catalog is packed with vintage family sedans, historical off-roaders, and early sport coupes.

To preserve their low price point and clean alignment, the models do not have opening doors, hoods, or working steering. They are delivered mounted on a black display stand with a clear acrylic dust cover.