In a small bowl, combine warm milk, active dry yeast, and granulated sugar. Stir gently and let it sit for about 5 minutes until frothy.

In a large mixing bowl, combine the frothy yeast mixture, eggs, melted butter, sugar, and salt. Gradually stir in the all-purpose flour until a loose, sticky dough forms.

Knead the dough on a lightly floured surface for 8 to 10 minutes until soft and elastic. Shape it into a ball and let it rise in a greased bowl for 1 to 1.5 hours until doubled in size.

Roll the dough into a 20x10-inch rectangle, spread ube halaya on top, then sprinkle brown sugar and cinnamon. Roll to form a tight log.

Slice the rolled dough into 8 equal pieces and arrange them in a greased baking dish. Let rise for another 30 to 60 minutes.

Pour warm heavy cream over the rolls before baking.

Preheat oven to 325°F (163°C) and bake the rolls for 30 to 35 minutes until golden brown.

Beat cream cheese and softened butter in a bowl, then add confectioners’ sugar and vanilla extract. Mix until smooth.

After baking, let rolls cool for about 10 minutes. Spread the cream cheese frosting on top while warm.