It's been a while since I've been interested in new sets as they come out, but I decided to check out the 2023 stuff since all the images are going up now.
https://brickset.com/sets/year-2023
I have to say, I think Friends is the winner here. The new direction they're taking it in is cool and they're coming out with modern day stuff that's either better than the city sets or just totally unrepresented up until this point. I could see Friends becoming the go-to for kinds into that stuff, especially since they went a little more "gender-neutral" with the new sets. The prices are reasonable too! The bubble tea stand is only $10 with a variety of bedroom sets available at the $20 price point. The gamer bedroom also has some Bionicle references. I'm interested in both those sets along with the cat hotel.
The collectible minifigures are still at the higher $5 price point, but it seems like they're doing more to justify it now. I definitely want the falconer and might get the orc and astronaut as well.