diff --git a/exporter/debugexporter/internal/normal/profiles.go b/exporter/debugexporter/internal/normal/profiles.go
index b87eb76d1f8e..d695d2b733aa 100644
--- a/exporter/debugexporter/internal/normal/profiles.go
+++ b/exporter/debugexporter/internal/normal/profiles.go
@@ -40,7 +40,7 @@ func (normalProfilesMarshaler) MarshalProfiles(pd pprofile.Profiles) ([]byte, er
 					attrs := []string{}
 					for _, i := range profile.AttributeIndices().AsRaw() {
 						a := profile.AttributeTable().At(int(i))
-						attrs = append(attrs, fmt.Sprintf("%s=%s", a.Key(), a.Value().AsString()))
+						attrs = append(attrs, fmt.Sprintf("%s=%q", a.Key(), a.Value().AsString()))
 					}
 
 					buffer.WriteString(" ")