diff --git a/public/app/features/templating/formatRegistry.ts b/public/app/features/templating/formatRegistry.ts
index 6256c4259ff..0196a44f0aa 100644
--- a/public/app/features/templating/formatRegistry.ts
+++ b/public/app/features/templating/formatRegistry.ts
@@ -33,6 +33,7 @@ export enum FormatRegistryID {
   glob = 'glob',
   text = 'text',
   queryParam = 'queryparam',
+  jsonWithoutQuote = 'jsonwithoutquote',
 }
 
 export const formatRegistry = new Registry<FormatRegistryItem>(() => {
@@ -254,6 +255,14 @@ export const formatRegistry = new Registry<FormatRegistryItem>(() => {
         return formatQueryParameter(name, value);
       },
     },
+    {
+      id: FormatRegistryID.jsonWithoutQuote,
+      name: 'JSON Without Quote',
+      description: 'JSON stringify value, but the double quotation marks around it are removed.',
+      formatter: ({ value }) => {
+        return JSON.stringify(value).replace(/^"|"$/g, '');
+      },
+    },
   ];
 
   return formats;
diff --git a/public/app/features/templating/template_srv.test.ts b/public/app/features/templating/template_srv.test.ts
index 25e9528ab35..78d7d0e477f 100644
--- a/public/app/features/templating/template_srv.test.ts
+++ b/public/app/features/templating/template_srv.test.ts
@@ -426,6 +426,26 @@ describe('templateSrv', () => {
       const result = _templateSrv.formatValue("'test\n", 'raw');
       expect(result).toBe("'test\n");
     });
+
+    it('single value and pipeline should render the string value processed by all functions in turn', () => {
+      const result = _templateSrv.formatValue('Test Value"', 'json|percentencode');
+      expect(result).toBe('%22Test%20Value%5C%22%22');
+    });
+
+    it('multi value and pipeline should render the string value processed by all functions in turn', () => {
+      const result = _templateSrv.formatValue(['test', 'test"2'], 'json|percentencode');
+      expect(result).toBe('%5B%22test%22%2C%22test%5C%222%22%5D');
+    });
+
+    it('single value and jsonwithoutquote format should render JSON format string, But the double quotation marks around it have been removed', () => {
+      const result = _templateSrv.formatValue('Test Value"', 'jsonwithoutquote');
+      expect(result).toBe('Test Value\\"');
+    });
+
+    it('multi value and jsonwithoutquote format should render JSON format string, like json', () => {
+      const result = _templateSrv.formatValue(['test', 'test"2'], 'jsonwithoutquote');
+      expect(result).toBe('["test","test\\"2"]');
+    });
   });
 
   describe('can check if variable exists', () => {
diff --git a/public/app/features/templating/template_srv.ts b/public/app/features/templating/template_srv.ts
index 7a06912ddfc..e58b68df5af 100644
--- a/public/app/features/templating/template_srv.ts
+++ b/public/app/features/templating/template_srv.ts
@@ -143,24 +143,25 @@ export class TemplateSrv implements BaseTemplateSrv {
       format = FormatRegistryID.glob;
     }
 
-    // some formats have arguments that come after ':' character
-    let args = format.split(':');
-    if (args.length > 1) {
-      format = args[0];
-      args = args.slice(1);
-    } else {
-      args = [];
+    const formats = format.split('|');
+    for (let fmt of formats) {
+      // some formats have arguments that come after ':' character
+      let args = fmt.split(':');
+      if (args.length > 1) {
+        fmt = args[0];
+        args = args.slice(1);
+      } else {
+        args = [];
+      }
+      let formatItem = formatRegistry.getIfExists(fmt);
+      if (!formatItem) {
+        console.error(`Variable format ${fmt} not found. Using glob format as fallback.`);
+        formatItem = formatRegistry.get(FormatRegistryID.glob);
+      }
+      const options: FormatOptions = { value, args, text: text ?? value };
+      value = formatItem.formatter(options, variable);
     }
-
-    let formatItem = formatRegistry.getIfExists(format);
-
-    if (!formatItem) {
-      console.error(`Variable format ${format} not found. Using glob format as fallback.`);
-      formatItem = formatRegistry.get(FormatRegistryID.glob);
-    }
-
-    const options: FormatOptions = { value, args, text: text ?? value };
-    return formatItem.formatter(options, variable);
+    return value;
   }
 
   setGrafanaVariable(name: string, value: any) {