In a medium bowl, combine brown sugar, matcha powder, ground cinnamon, and a pinch of salt. Stir until well mixed.

In a large mixing bowl, whisk together all-purpose flour, matcha powder, instant dry yeast, and fine salt. In a separate bowl, gently heat whole milk until warm, then mix in softened butter and sugar until combined. Pour wet ingredients into dry mixture and stir until a sticky dough forms.

Add eggs to the dough and knead until elastic, about 5-7 minutes. Cover and let rest for 10-20 minutes.

Roll the dough into a 14x18 inch rectangle, about 1/2 cm thick.

Spread softened butter on the rolled-out dough and sprinkle with the filling mixture. Roll the dough tightly and cut into 12 pieces.

Place cut rolls in a greased baking dish, cover with a cloth, and let rise for about 30 minutes.

Preheat oven to 350°F. Bake rolls for 28-32 minutes until golden brown.

Beat together cream cheese, butter, vanilla, and powdered sugar until smooth. Gently swirl in matcha powder.

Once rolls cool for 10-20 minutes, frost them generously with cream cheese matcha frosting. Serve warm.