Bloom the yeast: In a small bowl, combine the lukewarm milk with 1 tablespoon of the caster sugar and the dried yeast. Stir gently and let it sit for 5-8 minutes. You are looking for a frothy, bubbly surface — it should smell slightly bready and yeasty, like a warm bakery. If nothing happens, your yeast is dead and you must start again.

Make the dough: In a large mixing bowl, whisk together the strong white bread flour, the remaining caster sugar, fine sea salt, and ground cinnamon. Create a well in the centre and pour in the frothy yeast mixture, the beaten egg, and the melted butter. Mix with a wooden spoon until a rough, shaggy dough forms — it will look lumpy and uncooperative at this stage, but do not worry.

Knead to silkiness: Turn the dough out onto a lightly floured surface. Knead for 8-10 minutes. The dough should transform from a sticky, rough mass into a smooth, elastic ball that springs back when you poke it. If you use a stand mixer with a dough hook, this takes about 6 minutes. The dough should feel soft, supple, and slightly tacky — not wet — and it should smell sweet and buttery.

First rise: Place the dough in a lightly oiled bowl, cover with cling film or a damp tea towel, and leave it in a warm, draught-free spot for 1.5 hours, or until it has doubled in size. The dough should look puffy and domed, and when you gently press a finger into it, the indent should remain.

Prepare the filling and shape: On a floured surface, roll the dough out into a rectangle approximately 35cm x 25cm. Spread the very soft butter evenly across the dough, leaving a 2cm border at the far edge. Mix the brown sugar, cinnamon, and plain flour together in a small bowl, then sprinkle this mixture evenly over the butter. Starting from the long edge closest to you, roll the dough tightly into a log, sealing the seam by pinching it together. The log should feel firm and uniform.

Slice with precision: Using a sharp serrated knife or unflavoured dental floss, slice the log into 9 equal pieces, each about 4cm thick. If using floss, slide it under the log, cross the ends over the top, and pull — this gives you a clean cut without squashing the spiral. Place the rolls in a buttered 23cm square baking dish or a 22cm round cake tin, leaving a small gap between each one. They should be snug but not squashed.

Second rise and bake: Cover the dish with cling film and let the rolls rise for 45 minutes. They should puff up and touch each other. Preheat your oven to 190°C (170°C fan) or 375°F. Bake for 22-25 minutes. The rolls should be a deep golden brown on top, with the edges of the dough visibly caramelised. You should be able to smell the cinnamon and butter filling the kitchen. Remove from the oven and let them cool in the dish for exactly 10 minutes — this is crucial for the texture.

The final touch: While the rolls cool, make the frosting by beating the cream cheese and butter together until smooth and fluffy. Gradually add the sifted icing sugar, vanilla bean paste, and a pinch of salt. Beat until the frosting is thick, glossy, and spreadable. Spoon the frosting over the warm rolls, letting it melt down into the crevices. For a restaurant-quality finish, use the back of a spoon to create deliberate swoops and swirls, then sprinkle with a tiny pinch of flaky sea salt.