This study aims to analyze (1) the pentahelix network collaboration strategy carried out by Sinona Indonesia in the new normal era; (2) the role of the collaboration strategy in the pentahelix network in maintaining the financial and operational sustainability of Sinona Indonesia in the new normal era; and (3) the pre-conditions needed to develop the pentahelix network collaboration strategy carried out by Sinona Indonesia in the new normal era. The research method used was a phenomenological qualitative method. Qualitative data were obtained using in-depth interviews with the owners and employees of the Sinona Indonesia company, complemented by the triangulation method with the pentahelix carried out by Sinona Indonesia. The results show that (1) the pentahelix network collaboration strategy used by Sinona Indonesia in the new normal era can increase Sinona Indonesia’s capabilities, especially in synergizing in increasing capabilities, especially in overcoming the crisis period towards the new normal era; (2) the strategic role of collaboration in the pentahelix network strengthens Sinona Indonesia in the four management pillars to be able to maintain Sinona Indonesia’s financial and operational sustainability in the new normal era; (3) The pentahelix network collaboration strategy used by Sinona Indonesia in the new normal era requires preconditions in the form of trust and willingness to share in the network in order to achieve a synergy.