As a small, open, advanced economy, Denmark has a lot at stake in the so-called Fourth Industrial Revolution. However, the speed of emerging technologies and massive influence of multinational tech companies challenge traditional governance structures and diplomatic services around the world, creating a ‘diplomatic deficit’. That is why Denmark became the first country to appoint a Tech Ambassador and elevate technological trends to a foreign and security policy priority in mid-2017. This practitioner’s piece lays out the underlying reasoning behind engaging with the tech industry, the first-hand experiences from the initiative and some hard-won lessons before turning to the future perspectives. TechPlomacy is a political initiative with a global mandate to represent the Danish government vis-à-vis the tech industry with offices in Copenhagen, Silicon Valley and Beijing. The authors argue for new forms of coalition building engaging industry, governments and institutions in addressing the opportunities and risks of technology.