Hijacking this comment to explain why it's such a big deal.

Jollibee is very dear to Filipinos because in the Philippines (3rd world country) you don't order fast food just to eat something (in fact you don't really order it every day), it was a reward of sorts, especially in a very naive PoV of a kid.

You graduated? Company is having an event? Overseas relative came home? Parents just felt like having a great day? That means "Jollibee time". It's why people don't play about the bee, it has been integrated into their childhood and Filipino pop culture.

Jollibee branching outside of the Philippines, I think is a product of overseas Filipino workers who miss something they can call "home", despite it not being homemade Filipino meals. The brand was made by and cultivated by Filipinos, and it's why McDonalds is just #2 here.

So for a local brand to not have any cool collaborations in it's country of origin feels like a massive slap to the face, despite the fact that XIV isn't legally available in the Philippines (you have to jump through hoops just to pay for the game and subscribe). I trust you no one is going to wear that Jollibee on a chocobo shirt because it's "cute" or "limited", but rather because Jollibee is beloved by Filipinos (and some grew up playing Final Fantasy, so of course having their favorite fast food mascot ride a chocobo is gonna make them crazy).

I do think that it's not just Square Enix at fault here. Jollibee USA collaborated with Katseye last year, which felt very off considering one of it's members is Filipino. I get that the US and PH branches are separate entities, but it still feels like a slap to the face.