Place the 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. Blend until smooth and refrigerate until cool.

In a stand mixer bowl, 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 smooth and elastic. Cover and let rise in a warm place for about 2 hours or until doubled in size.

On a floured surface, roll out the risen dough into a 40 x 30 cm rectangle. Spread cooled strawberry filling evenly, leaving a border. Roll the dough into a tight log and cut into 12 even strips.

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

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

Spread glaze over warm rolls and serve immediately.