It's a fairly good size and easily segmented into six pieces in a monkey-bread fashion. So what's up with the name?
Each of the segments is filled with a ball of slightly sweetened and fairly dense cream cheese! It's a pretty novel bread. The dough is a typical Japanese sweet bread; very lightly sweetened, and squishy soft. The purple bits is blackberry(?) jam and provides most of the sweetness to the bread. Overall, it's quite an enjoyable circle of bread.