1. Make the tangzhong: Combine the water and 1/3 cup bread flour in a medium saucepan over medium heat. Cook, whisking frequently, until a thick paste forms, about 3–5 minutes. Add the heavy cream and honey to the saucepan, whisking until the honey dissolves. Remove from the heat and set aside for 10 minutes or until the temperature reaches about 100°F.
2. In the bowl of a stand mixer fitted with the dough hook attachment, combine the bread flour, dry milk powder, yeast, and salt, turning the machine on to mix until combined. Transfer the tangzhong to the bowl of the stand mixer. Add 2 eggs and mix on medium speed until the dough is smooth and sticky, about 5 minutes.
3. Begin adding the butter, one piece at a time, mixing after each addition until the butter is no longer visible before adding another piece. This will likely take between 4–5 minutes. The dough will begin pulling away from the sides of the bowl but will be smooth, elastic, and slightly sticky.
4. Spray a large mixing bowl with nonstick spray; transfer the dough to the bowl and cover with plastic wrap. Let rise in a warm place (75–80°F) for 45 minutes to 1 hour, until doubled in size.
5. There are a variety of ways you can shape this bread. Please see below for shaping instructions.
6. While the bread rises for the second time, put an oven rack in the bottom third of the oven and preheat to 375°F. Beat the remaining egg with a splash of water in a small bowl. When the dough has proofed*, gently brush the tops with the egg wash (avoid pressing down and deflating the dough) and a sprinkle of flaky sea salt, if desired.
7. Transfer the bread to the oven and bake for 25–35 minutes for rolls and 50–60 minutes for loaves. If the bread browns too quickly**, you can lightly cover it with aluminum foil to prevent further browning. Remove from the oven and let cool for 5–10 minutes in the pan before transferring to wire racks to cool completely. (I know you probably won’t let them cool that long, but at least wait until they’re warm—not hot—to prevent moisture loss!)

SHAPING INSTRUCTIONS:

-If you’re making rolls, lightly grease a two 6-cup jumbo muffin tins with softened butter. Turn the dough onto a lightly floured work surface and divide in half. Then, divide each half into 6 pieces; cut each of those 6 pieces into 3 smaller pieces. Arrange 3 pieces, touching, in the bottom of each muffin cup to form a cloverleaf shape. These rolls will be very big when baked; you can also make rolls in two 12-cup regular muffin tins, but you will need to adjust the portioning and baking time accordingly.

-If you’re making loaves, lightly grease two loaf pans (either 8-1/2 x 4-1/2-inch or 9 x 5-inch pan will work). Split the dough in half. You can either create a plain loaf or a loaf separated into “lobes” (both styles are shown in the pictures). For the plain loaf, take half of the dough and turn over to the stickier side. Fold over the edges into the center to form an oblong shape. Turn the dough over to the smooth side and gently cup your hands around the sides to tighten the shape and smooth the bottom. Repeat with the second half of dough. For the “lobed” loaf, cut each half of dough into six pieces. Turn over to the stickier side. Fold over the edges into the center to form a round. Turn each piece of dough over to the smooth side and gently cup your hands around the sides to tighten the shape and smooth the bottom. Arrange all six pieces in the pan in two rows of three. For both loaves, cover with plastic wrap and let rise in a warm place (75–85°F) for 45 minutes to 1 hour, until puffy and almost doubled in size. The bread should have risen over the top of the pan.