Thaw the puff pastry following package directions. Preheat the oven to 400°F (200°C). Line a large baking sheet with parchment paper.

In a bowl, beat the room-temperature cream cheese with the sugar and vanilla until smooth. Add red food coloring if desired, and fold in half of the diced strawberries.

On a floured surface, roll the thawed pastry and cut into heart shapes with a cutter. Optionally create a rim.

Spoon the cream cheese mixture into the center of each heart and top with remaining strawberries.

Brush edges with egg wash and bake for 12–15 minutes until golden.

Let cool briefly, then transfer to a wire rack and dust with powdered sugar if desired.