Begin by gently heating your whole milk in a saucepan until it reaches about 110°F. Combine the warm milk with granulated sugar and active dry yeast, stirring gently. Allow the mixture to sit for 5–10 minutes until it becomes frothy and bubbly.

In a large mixing bowl, whisk together 2 cups of all-purpose flour, salt, and cocoa powder until well combined.

In a separate bowl, mix the melted unsalted butter, large eggs, and vanilla extract. Once your yeast mixture is frothy, pour it into the butter and egg mixture.

Gradually add the frothy wet ingredients to your dry flour mixture. Stir until a sticky dough forms that pulls away from the sides of the bowl.

Lightly flour your work surface and turn the sticky dough out. Knead it with your hands for 5–7 minutes, until it becomes smooth and elastic.

Place your kneaded dough in a greased bowl, covering it with a clean kitchen towel. Let it rise in a warm place for about 1 hour, or until it has doubled in size.

While the dough rises, prepare your filling by mixing brown sugar and ground cinnamon in a small bowl.

Once the dough has risen, punch it down gently to release air, then turn it out onto a floured surface. Roll the dough into a large rectangle, about 16x24 inches.

Brush the rolled-out dough with melted butter, then evenly sprinkle the cinnamon-sugar mixture over it. Sprinkle semi-sweet chocolate chips liberally on top.

Starting from one end of your rectangle, tightly roll the dough into a log shape, pinching the edges to seal them.

Using a sharp knife or dental floss, slice the rolled log into 12 equal pieces. Carefully place each slice in a greased baking dish.

Cover the baking dish with a clean kitchen towel and let the rolls rise again for 30-45 minutes.

While the rolls are rising, preheat your oven to 350°F (175°C).

Once preheated, place your rolls in the oven and bake for 25-30 minutes. They are done when they're golden brown on top.

While your rolls are baking, whisk together powdered sugar and milk in a small bowl until smooth.

Remove the rolls from the oven and allow them to cool in the baking dish for 10-15 minutes. Once slightly cooled, drizzle the glaze over the top.