Hmmm that's strange. We just tried it over here and were able to get this to work. Just to make sure we're on the same page, can you try:
1. Successfully deploy your function using the firebase CLI, without any special env vars.
2. Run gcloud functions deploy --region=us-central1 helloWorld --update-env-vars FUNCTION_REGION=us-central1 --runtime nodejs10 (change to match your real function name and region)
Note that in (2) I am using --update-env-vars which I believe is a better option than my original suggestion of --set-env-vars.
- Sam