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To make the dough, proof the yeast in warm milk in the bowl of a stand mixer.
Once bubbly, add the granulated sugar, eggs, and melted butter. Whisk to combine.
Add the all-purpose flour, matcha powder, and salt to the wet ingredients.
Using the dough hook attachment, knead the dough for a few minutes until it's soft and elastic.
Place the dough in a greased bowl, cover with plastic wrap, and let it rise in a warm place until doubled in size.
While the dough rises, prepare the frosting. In a large bowl, combine softened butter, cream cheese, powdered sugar, vanilla bean paste, and matcha powder.
Beat the frosting ingredients with a hand mixer until combined. Add a splash of heavy cream and beat again until smooth and fluffy.
For the filling, combine the brown sugar and cinnamon in a small bowl and whisk to combine.
Once the dough has risen, punch it down to release the air.
On a lightly floured surface, roll the dough out into a large rectangle.
Spread softened butter evenly over the dough, then sprinkle the cinnamon-sugar mixture over the top.
Roll the dough up tightly into a log.
Cut the log into 12 individual rolls.
Place the rolls in a greased baking dish, cover, and let them proof for a second time for about 30 minutes.
Bake in a preheated oven at 375°F until golden brown, about 20-25 minutes.
Let the rolls cool slightly in the pan, then spread the matcha frosting generously over the top.
Finish with an optional dusting of matcha powder and serve warm.
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