In 1/2 cup lukewarm milk, mix in sugar and instant yeast. Cover and keep aside for 10 mins until milk is frothy.
In a large bowl, add the flour and salt, rub in the butter, make a well.
Break the eggs inside this, add the frothy yeast+milk mixture, with finger tips mix this well into the flour.
You may need extra 1/4 cup milk to bind this into a dough. Knead the dough well for 10 minutes until it is smooth and shiny.
Coat a large bowl with oil. Place the prepared dough ball. Cover tight with a lid and keep aside for 1-2 hours until doubled in volume.
Combine the cinnamon and sugar in a small bowl and keep aside.
Butter a baking dish 9X13 inches in size (or line with baking paper) or use two smaller trays and keep aside.
Lightly punch out excess air from risen dough. Roll out into a rectangle using a rolling pin, roughly 15 inches in length and 9 inches wide.
Cover the entire surface with the cinnamon sugar, lightly pressing down the coating into the dough with finger tips. Roll along the length into a tight jelly-roll.
Cut into 1" slices, placing them cut side up on the greased baking tin. Keep a little space between rolls, to allow for the second rise. If you are baking in a single large baking tray- place them in 3 rows of 5 rolls to make 15 rolls.
Cover and keep aside for 45 minutes. Or you could place the entire tray inside of a big plastic shopping bag, twist the end and tuck it under tray to have a warm, draught free environment.
Preheat oven to 175 C. Once the rolls have doubled / risen, brush with melted butter or milk and place them in a middle rack and bake for 20-25 minutes until tops are golden.
To prepare glaze, whisk together powdered sugar with fresh orange juice, orange extract and rum until you get a glaze of pouring consistency. While the rolls are hot, using a spoon, drizzle the glaze criss cross all over the rolls.
Serve rolls warm with a cup of hot chocolate or mulled wine :)