Bloom the flavor base: Brew a cup of strong chai tea or use chai concentrate. Let it cool to warm. You’ll use some in the dough and, if you like, a splash in the icing for extra flavor.

Make the dough: In a large bowl, whisk flour, sugar, yeast, and salt. In a separate bowl, combine warm milk, warm chai, egg, and melted butter. Pour wet into dry and stir until a shaggy dough forms.

Knead until smooth: Turn the dough onto a lightly floured surface. Knead 6–8 minutes until smooth and elastic. It should be soft but not sticky. Add flour only as needed to prevent sticking.

First rise: Place the dough in a lightly oiled bowl, cover, and let rise in a warm spot until doubled, about 60–90 minutes.

Mix the chai filling: Stir brown sugar, granulated sugar, and the chai spice blend together. Keep the softened butter separate.

Roll it out: Punch down the dough and roll into a 12x16-inch rectangle. Spread the softened butter evenly on top, then sprinkle the sugar-spice mixture all over.

Roll and slice: Starting from the long edge, roll the dough into a tight log. Trim the ends. Slice into 12 even pieces using a sharp knife or dental floss for clean cuts.

Second rise: Arrange the rolls in a greased 9x13-inch pan, leaving a little space between each. Cover and let rise until puffy, 30–45 minutes. For overnight rolls, cover tightly and refrigerate up to 16 hours, then bring to room temp for 45–60 minutes before baking.

Bake: Preheat oven to 350°F (175°C). Bake 22–26 minutes, until the centers are set and the tops are lightly golden. If browning too quickly, tent loosely with foil.

Make the icing: Beat cream cheese and butter until smooth. Add powdered sugar, vanilla, salt, and 1 tablespoon milk or chai. Beat until creamy, adding more liquid to reach a thick, spreadable consistency.

Ice and serve: Let rolls cool for 10 minutes, then spread icing over warm tops so it melts into the spirals. Serve warm. Sprinkle a pinch of cinnamon or cardamom on top if you like.