In a medium saucepan over medium heat, combine fresh or frozen strawberries, sugar, and lemon juice. Cook for about 10 minutes, stirring occasionally, until the strawberries break down and the mixture thickens. Remove from heat and blend until smooth. Allow the strawberry filling to cool completely while you prepare the brioche dough.

In a stand mixer bowl, combine all-purpose flour, granulated sugar, salt, and instant dry yeast. Pour in warm milk and add softened butter and egg. Using the dough hook, knead on medium speed for 5-7 minutes until smooth and elastic. The dough should be slightly sticky but hold its shape. Transfer the dough to a greased bowl, cover, and let it rise in a warm area for about 2 hours, or until doubled in size.

Once the dough has risen, punch it down gently to release air. On a lightly floured surface, roll the dough into a rectangle about ¼ inch thick. Spread the chilled strawberry filling evenly over the dough, leaving a small border around the edges. Carefully roll the dough into a tight log from one long side to the other, ensuring the filling stays in place. Slice the log into 12 equal pieces using a sharp knife or dental floss for a clean cut.

Place the cut rolls in a greased baking dish, allowing some space between each roll to expand. Cover with a clean towel and let them rise for an additional 30 minutes. While the rolls are rising, preheat your oven to 180°C (350°F) until hot. The rolls should puff up noticeably during this time.

After the second rise, place the rolls in the preheated oven and bake for 20-25 minutes, or until golden brown on top. The rolls should look puffy and slightly spring back when gently pressed.

While the rolls cool slightly, prepare the creamy glaze. In a medium bowl, beat together softened cream cheese, softened butter, powdered sugar, vanilla extract, and a spoonful of cooled strawberry puree until smooth and fluffy. Adjust the consistency with a little milk if needed, ensuring it’s spreadable but not too runny.

Once the strawberry cinnamon rolls are just cool enough to handle, drizzle the creamy glaze over the top. Ensure each roll is generously coated to enhance the flavors. These rolls are best enjoyed warm, so serve them immediately.