In a small bowl, whisk together the sugar, cornstarch, and cinnamon.

In a saucepan, add the strawberries and lemon juice. Cook on medium until the mixture is hot and bubbly.

Add the sugar mixture and cook for 2 minutes or until thickened and no cornstarch taste.

Pour the filling into a bowl and cover it with plastic wrap so it touches the mixture. Leave it to cool down at room temperature, or place it in the fridge to speed up the process.

In the bowl of a stand mixer fitted with a dough hook attachment (or use a hand mixer with hook attachments and a bowl), combine the flour, yeast, salt, sugar, and ground cinnamon.

Add the milk and egg and knead on medium for 5 minutes or until the dough has formed but is still very sticky to the touch.

Start adding the butter one tablespoon at a time. Don’t add another portion until the previous one has been incorporated into the dough. Scrape the bottom and the sides of the bowl and remove the dough from the hook a couple of times during the process.

Once all the butter is in, knead the dough on medium-high for 10-12 minutes or until you can stretch a small piece of it into a square, creating a film thin enough for light to pass through. The dough should not tear at all, or tear just a little bit only at the edges, while performing the so-called windowpane test.

Cover the bowl with plastic wrap and a kitchen towel, and leave it to proof for 1 hour in a warm place (I use the oven with the light turned on). Or leave to proof at room temperature for up to 2 hours.

When the dough has doubled in volume and is springy to the touch, punch it down and remove onto a lightly floured surface.

Roll it into a 13" by 20" (33cm by 50cm) rectangle and spread the strawberry filling over the surface, leaving ½ inch at one long end of the rectangle untouched.

Roll up lengthwise, starting with the end that is covered with the filling, so you have one big log. Take the end of the rectangle that is not covered with the filling and pinch it into the rest of the log to form a seam. Roll the log so the seam is on the bottom.

Meanwhile, preheat the oven to 375F (190C).

Bake the rolls for 25-30 minutes or until golden brown on top and risen. A toothpick inserted in the dough should come out clean.

Remove from the oven and let cool down.

While the rolls are cooling down, place all the frosting ingredients into a bowl and whisk until homogenous in consistency.

Frost the warm rolls and serve.