Preheat oven to 350°F (175°C). Grease a 9x13 inch baking dish lightly with butter or cooking spray.
Place the block of Hawaiian rolls into the baking dish without separating them.
Cut a deep slit or "X" into the top of each roll using a small knife, going about halfway down.
Whisk together the melted butter, brown sugar, and cinnamon in a small bowl until combined.
Pour and brush the cinnamon butter mixture evenly over the rolls, ensuring it gets into the cuts and down the sides.
Cover the dish with foil and bake for 10 minutes. Remove foil and bake for another 5 minutes to brown the tops.
Beat the softened cream cheese and butter in a bowl until smooth while rolls are baking.
Mix in the powdered sugar, vanilla, and milk until the icing reaches your desired consistency.
Frost the rolls while they are warm but not piping hot. Serve immediately.
