diff --git a/packages/playwright-core/src/server/injected/componentUtils.ts b/packages/playwright-core/src/server/injected/componentUtils.ts
index 4ba5c82a43..3faef3ba58 100644
--- a/packages/playwright-core/src/server/injected/componentUtils.ts
+++ b/packages/playwright-core/src/server/injected/componentUtils.ts
@@ -62,7 +62,7 @@ export function matchesAttribute(value: any, attr: ParsedComponentAttribute) {
   return false;
 }
 
-export function parseComponentSelector(selector: string): ParsedComponentSelector {
+export function parseComponentSelector(selector: string, allowUnquotedStrings: boolean): ParsedComponentSelector {
   let wp = 0;
   let EOL = selector.length === 0;
 
@@ -85,10 +85,21 @@ export function parseComponentSelector(selector: string): ParsedComponentSelecto
       eat1();
   }
 
+  function isCSSNameChar(char: string) {
+    // https://www.w3.org/TR/css-syntax-3/#ident-token-diagram
+    return (char >= '\u0080')  // non-ascii
+        || (char >= '\u0030' && char <= '\u0039')  // digit
+        || (char >= '\u0041' && char <= '\u005a')  // uppercase letter
+        || (char >= '\u0061' && char <= '\u007a')  // lowercase letter
+        || (char >= '\u0030' && char <= '\u0039')  // digit
+        || char === '\u005f'  // "_"
+        || char === '\u002d';  // "-"
+  }
+
   function readIdentifier() {
     let result = '';
     skipSpaces();
-    while (!EOL && /[-$0-9A-Z_]/i.test(next()))
+    while (!EOL && isCSSNameChar(next()))
       result += eat1();
     return result;
   }
@@ -207,16 +218,18 @@ export function parseComponentSelector(selector: string): ParsedComponentSelecto
       }
     } else {
       value = '';
-      while (!EOL && !/\s/.test(next()) && next() !== ']')
+      while (!EOL && (isCSSNameChar(next()) || next() === '+' || next() === '.'))
         value += eat1();
       if (value === 'true') {
         value = true;
       } else if (value === 'false') {
         value = false;
       } else {
-        value = +value;
-        if (isNaN(value))
-          syntaxError('parsing attribute value');
+        if (!allowUnquotedStrings) {
+          value = +value;
+          if (Number.isNaN(value))
+            syntaxError('parsing attribute value');
+        }
       }
     }
     skipSpaces();
diff --git a/packages/playwright-core/src/server/injected/reactSelectorEngine.ts b/packages/playwright-core/src/server/injected/reactSelectorEngine.ts
index c60c52fe44..012be43940 100644
--- a/packages/playwright-core/src/server/injected/reactSelectorEngine.ts
+++ b/packages/playwright-core/src/server/injected/reactSelectorEngine.ts
@@ -167,7 +167,7 @@ function findReactRoots(root: Document | ShadowRoot, roots: ReactVNode[] = []):
 
 export const ReactEngine: SelectorEngine = {
   queryAll(scope: SelectorRoot, selector: string): Element[] {
-    const { name, attributes } = parseComponentSelector(selector);
+    const { name, attributes } = parseComponentSelector(selector, false);
 
     const reactRoots = findReactRoots(document);
     const trees = reactRoots.map(reactRoot => buildComponentsTree(reactRoot));
diff --git a/packages/playwright-core/src/server/injected/roleSelectorEngine.ts b/packages/playwright-core/src/server/injected/roleSelectorEngine.ts
index 4ae908d897..f5315c0236 100644
--- a/packages/playwright-core/src/server/injected/roleSelectorEngine.ts
+++ b/packages/playwright-core/src/server/injected/roleSelectorEngine.ts
@@ -75,7 +75,10 @@ function validateAttributes(attrs: ParsedComponentAttribute[], role: string) {
       }
       case 'level': {
         validateSupportedRole(attr.name, kAriaLevelRoles, role);
-        if (attr.op !== '=' || typeof attr.value !== 'number')
+        // Level is a number, convert it from string.
+        if (typeof attr.value === 'string')
+          attr.value = +attr.value;
+        if (attr.op !== '=' || typeof attr.value !== 'number' || Number.isNaN(attr.value))
           throw new Error(`"level" attribute must be compared to a number`);
         break;
       }
@@ -105,7 +108,7 @@ function validateAttributes(attrs: ParsedComponentAttribute[], role: string) {
 
 export const RoleEngine: SelectorEngine = {
   queryAll(scope: SelectorRoot, selector: string): Element[] {
-    const parsed = parseComponentSelector(selector);
+    const parsed = parseComponentSelector(selector, true);
     const role = parsed.name.toLowerCase();
     if (!role)
       throw new Error(`Role must not be empty`);
diff --git a/packages/playwright-core/src/server/injected/vueSelectorEngine.ts b/packages/playwright-core/src/server/injected/vueSelectorEngine.ts
index 66e4b5f113..29689475eb 100644
--- a/packages/playwright-core/src/server/injected/vueSelectorEngine.ts
+++ b/packages/playwright-core/src/server/injected/vueSelectorEngine.ts
@@ -232,7 +232,7 @@ function findVueRoots(root: Document | ShadowRoot, roots: VueRoot[] = []): VueRo
 
 export const VueEngine: SelectorEngine = {
   queryAll(scope: SelectorRoot, selector: string): Element[] {
-    const { name, attributes } = parseComponentSelector(selector);
+    const { name, attributes } = parseComponentSelector(selector, false);
     const vueRoots = findVueRoots(document);
     const trees = vueRoots.map(vueRoot => vueRoot.version === 3 ? buildComponentsTreeVue3(vueRoot.root) : buildComponentsTreeVue2(vueRoot.root));
     const treeNodes = trees.map(tree => filterComponentsTree(tree, treeNode => {
diff --git a/tests/library/component-parser.spec.ts b/tests/library/component-parser.spec.ts
index 250fda319a..7a937b6437 100644
--- a/tests/library/component-parser.spec.ts
+++ b/tests/library/component-parser.spec.ts
@@ -17,7 +17,7 @@
 import { playwrightTest as it, expect } from '../config/browserTest';
 import { ParsedComponentSelector, parseComponentSelector } from '../../packages/playwright-core/src/server/injected/componentUtils';
 
-const parse = parseComponentSelector;
+const parse = (selector: string) => parseComponentSelector(selector, false);
 const serialize = (parsed: ParsedComponentSelector) => {
   return parsed.name + parsed.attributes.map(attr => {
     const path = attr.jsonPath.map(token => /^[a-zA-Z0-9]+$/i.test(token) ? token : JSON.stringify(token)).join('.');
@@ -107,6 +107,18 @@ it('should parse regex', async () => {
   expect(serialize(parse(`ColorButton[color=/[\\]/][[/]/]`))).toBe('ColorButton[color = /[\\]/][[/]/]');
 });
 
+it('should parse identifiers', async () => {
+  expect(serialize(parse('[привет=true]'))).toBe('["привет" = true]');
+  expect(serialize(parse('[__-__=true]'))).toBe('["__-__" = true]');
+  expect(serialize(parse('[😀=true]'))).toBe('["😀" = true]');
+});
+
+it('should parse unqouted string', async () => {
+  expect(serialize(parseComponentSelector('[hey=foo]', true))).toBe('[hey = "foo"]');
+  expect(serialize(parseComponentSelector('[yay=and😀more]', true))).toBe('[yay = "and😀more"]');
+  expect(serialize(parseComponentSelector('[yay= trims  ]', true))).toBe('[yay = "trims"]');
+});
+
 it('should throw on malformed selector', async () => {
   expectError('foo[');
   expectError('foo[');
diff --git a/tests/page/selectors-role.spec.ts b/tests/page/selectors-role.spec.ts
index 9a41ece1b6..95f6dcfc0f 100644
--- a/tests/page/selectors-role.spec.ts
+++ b/tests/page/selectors-role.spec.ts
@@ -16,6 +16,8 @@
 
 import { test, expect } from './pageTest';
 
+test.skip(({ mode }) => mode !== 'default', 'Experimental features only work in default mode');
+
 test('should detect roles', async ({ page }) => {
   await page.setContent(`
     <button>Hello</button>
@@ -267,6 +269,7 @@ test('should support name', async ({ page }) => {
     <div role="button" aria-label="Hello"></div>
     <div role="button" aria-label="Hallo"></div>
     <div role="button" aria-label="Hello" aria-hidden="true"></div>
+    <div role="button" aria-label="123" aria-hidden="true"></div>
   `);
   expect(await page.$$eval(`role=button[name="Hello"]`, els => els.map(e => e.outerHTML))).toEqual([
     `<div role="button" aria-label="Hello"></div>`,
@@ -286,6 +289,12 @@ test('should support name', async ({ page }) => {
     `<div role="button" aria-label="Hello"></div>`,
     `<div role="button" aria-label="Hello" aria-hidden="true"></div>`,
   ]);
+  expect(await page.$$eval(`role=button[name=Hello]`, els => els.map(e => e.outerHTML))).toEqual([
+    `<div role="button" aria-label="Hello"></div>`,
+  ]);
+  expect(await page.$$eval(`role=button[name=123][include-hidden]`, els => els.map(e => e.outerHTML))).toEqual([
+    `<div role="button" aria-label="123" aria-hidden="true"></div>`,
+  ]);
 });
 
 test('errors', async ({ page }) => {