In a small bowl, combine warm milk, active dry yeast, and 1 tablespoon of granulated sugar. Stir and let sit for 5 minutes until frothy.

In a large bowl, whisk ube extract, eggs, softened butter, remaining sugar, and salt. Pour in yeast mixture and gradually add flour until dough forms.

Knead the dough on a floured surface for 10 minutes until smooth. Let rise in a greased bowl covered with a towel for 1 hour.

Roll risen dough into a 20x10-inch rectangle, spread ube halaya, and sprinkle brown sugar and cinnamon.

Tightly roll the dough and slice into 12 pieces. Place in a greased baking pan and let rise for 30–60 minutes.

Preheat oven to 325°F. Pour cream over rolls (if using) and bake for 30-35 minutes until golden and internal temp is 180-190°F.

While rolls bake, mix cream cheese, butter, vanilla, and confectioners’ sugar until smooth.

Spread frosting over warm rolls before serving.