This article uses a "principal-agent-sub-agent" analytical framework and data collected from field surveys in China to (1) investigate the nature and causes of the parallel trade in Coca-Cola between Shanghai and Hangzhou, and (2) assess the geographical and theoretical implications for the regional monopolies that have been artificially created by Coca-Cola in China. The parallel trade in CocaCola is sustained by its intra-regional rivalry with Pepsi-Cola in Shanghai, where Coca-Cola (China) (the principal) seeks to maximize its share of the Shanghai soft drinks market. This goal effectively supersedes the market-division strategy of Coca-Cola (China), as the gap in wholesale prices between the Shanghai and Hangzhou markets is higher than the transaction costs of engaging in parallel trade.The exclusive distributor of Coca-Cola in the Shanghai market (the sub-agent), makes opportunistic use of a situation in which it does not have to bear the financial consequences of the major residual claimants (the principal and other agents), and has an incentive to enter the non-designated Coca-Cola market of Hangzhou by crossing the geographical boundary between the two regional monopolies devised by Coca-Cola. This promotes inter-regional competition between the Shanghai and Hangzhou bottlers (the agents). This article enhances our understanding of the economic geography of spatial equilibrium, disequilibrium and quasi-equilibrium of a TNC's distribution system and its artificially created market boundary in China.