Begin by gently warming your milk to 120°F. In a small bowl, combine this warm milk with active dry yeast and 1 tablespoon of granulated sugar. Stir lightly and let it sit for about 5 minutes until it becomes foamy.

In a large mixing bowl, combine the frothy yeast mixture with room temperature eggs, softened salted butter, remaining sugar, salt, and all-purpose flour. Mix until a sticky dough forms.

Transfer the dough onto a floured surface and knead it for about 8 to 10 minutes. Place the dough in a greased bowl, cover it with a damp cloth, and let it rise until it doubles in size, approximately 1.5 hours.

After the dough has risen, punch it down gently. On a floured surface, roll the dough into a rectangle measuring approximately 20x10 inches.

Spread ube halaya evenly across the rolled-out dough, ensuring it reaches the edges. Sprinkle a combination of cinnamon and optional brown sugar over the ube.

Carefully roll the dough into a tight log from one long edge. Use dental floss to slice the log into about 12 equal pieces.

Cover the rolls with a clean towel and let them rise again for about 30 to 60 minutes until they expand.

Preheat your oven to 325°F. Pour warm heavy cream over the top of the rolls just before baking.

Bake the rolls for approximately 30 to 35 minutes until the tops are golden brown and they reach an internal temperature between 180°F and 190°F.

While the rolls cool slightly, prepare the frosting by blending softened cream cheese, butter, vanilla extract, and confectioners' sugar until smooth.

Once the rolls have cooled for about 10 minutes, generously frost them with the cream cheese mixture.