Warm the milk to about 110°F (just warm to the touch, not hot), then combine it with the sugar and yeast in a large mixing bowl. Let this mixture sit for 10 minutes until it becomes foamy—this bloom ensures your yeast is alive and active. Add the cooled melted butter, eggs, bread flour, and salt to the yeast mixture. Using a stand mixer with a dough hook, mix on medium speed for 6-8 minutes until the dough comes together and becomes smooth and elastic. The dough should be slightly tacky but not sticky; this develops the gluten structure needed for a tender, chewy crumb.

Transfer the dough from Step 1 to a lightly oiled bowl, cover with plastic wrap or a damp towel, and let it rise at room temperature for 1 hour until it roughly doubles in size. While the dough rises, prepare the strawberry filling: combine the finely chopped strawberries, 1/2 cup sugar, and freshly squeezed lemon juice in a saucepan over medium heat. Bring to a simmer and cook for about 5 minutes, stirring occasionally, until the strawberries break down slightly and release their juices. In a small bowl, mix the cornstarch with 2 tablespoons of water to create a slurry, then whisk it into the strawberry mixture along with the cinnamon. Simmer for another minute until the filling thickens, then transfer to a shallow dish and let it cool completely—I find this helps prevent the filling from making the dough soggy during assembly.

Once the dough has doubled, turn it out onto a lightly floured surface and gently stretch or roll it into a 12x16 inch rectangle. Spread the cooled strawberry filling from Step 2 evenly over the dough, leaving a 1/2 inch border on all sides. Starting from the long side closest to you, tightly roll the dough into a log, pinching the seam to seal. Using a sharp knife or dental floss, cut the log into 12 equal pieces—I like to mark the center first, then cut in half, then into thirds, for even portions. Arrange the rolls cut-side up in a greased 9x13 inch baking pan, cover with plastic wrap, and let them rise at room temperature for 45 minutes until puffy and nearly touching each other.

Preheat your oven to 375°F. Once the rolls have completed their second rise, uncover the pan and bake for 20-25 minutes until the tops are golden brown and a toothpick inserted into the center of a roll comes out clean. The rolls should feel set but still slightly soft when pressed gently. Remove from the oven and let cool in the pan for 5 minutes before preparing the icing.

While the rolls cool, prepare the icing: beat the softened cream cheese and butter together in a mixing bowl until light and fluffy, about 2 minutes. Add the sifted powdered sugar, the 2 tablespoons of strawberry filling from Step 2, milk, and vanilla extract, then beat until smooth and spreadable. The sifted sugar ensures the icing has no lumps and will spread evenly—this small step makes a noticeable difference in texture.

Spread the icing generously over the warm rolls in the pan, allowing it to melt slightly into the crevices and soften the rolls. You can serve them warm directly from the pan for the best texture, or let them cool to room temperature if you prefer.