Lightly flour the surface, rolling pin and the dough on both sides. Use a rolling pin and roll the dough into a rectangle that is about 7-inch x 17-inch (17cmx43cm).
Spread the cinnamon sugar filling all the way to the edges for even flavor.
Roll tightly from one long edge to the other to create a neat log and cut into 4 equal pieces using a sharp serrated knife or dental floss.
Grease a 8x8-inch (20x20 cm) square baking pan.
Place the rolls in the baking pan, leaving a little space between them. Cover with plastic wrap or kitchen towel and let them proof in a warm area for 45 minutes - 1hour until they are doubled in size.
(If you wish to make one day ahead then at this stage wrap the pan loose with plastic wrap and place it in the fridge for overnight slow proof and next day take the pan out 1 hour before baking.)
Pour whipping cream over the rolls before baking.
Preheat the oven to 350°F (175°C) and bake the rolls for 25-30 minutes or until golden brown.
While the rolls bake, Prepare the cream cheese icing by whisking together soft cream cheese, powdered sugar, whipping cream, and vanilla extract until smooth.
Once the rolls are baked, spread the cream cheese icing over the warm cinnamon rolls.
Store leftover frosted or unfrosted rolls tightly at room temperature for up to 2 days or in the refrigerator for up to 5 days. Reheat in the oven at a low temperature as needed.