Place the fresh or frozen strawberries in a saucepan with the lemon juice and granulated sugar. Cook over medium heat for about 10 minutes, stirring occasionally, until the mixture thickens to a jam-like consistency. Remove from heat and blend until smooth. Cover and refrigerate until completely cool.

In the bowl of a stand mixer fitted with a dough hook, combine flour, granulated sugar, salt, and instant dry yeast. Mix briefly. Add warm milk, softened butter, and the egg. Knead on medium speed for 5 to 7 minutes until the dough is smooth, elastic, and slightly pulls away from the bowl. Cover and let rise in a warm place for about 2 hours or until doubled in size.

Lightly flour a clean surface. Roll out the risen dough into a 40 x 30 cm rectangle. Spread the cooled strawberry filling evenly, leaving a small border on one long edge. Starting from the opposite long edge, roll the dough gently but firmly into a tight log. Cut into 12 even strips.

Arrange rolls in a greased 9×13 inch baking dish, leaving space between. Cover and let rise for 30 minutes to 1 hour until puffy. Preheat oven to 180°C. Bake rolls for 20-25 minutes until lightly golden and soft. Cool slightly in the dish.

In a medium bowl, beat softened cream cheese, softened butter, powdered sugar, vanilla extract, and cold strawberry puree until smooth and creamy. Adjust sweetness or thickness as desired.

Spread the strawberry cream cheese glaze generously over the warm rolls. Serve immediately.