diff --git a/util/gconv/gconv_interface.go b/util/gconv/gconv_interface.go
index cce763cc0..9c23f9425 100644
--- a/util/gconv/gconv_interface.go
+++ b/util/gconv/gconv_interface.go
@@ -90,6 +90,12 @@ type apiUnmarshalText interface {
 	UnmarshalText(text []byte) error
 }
 
+// apiUnmarshalText is the interface for custom defined types customizing value assignment.
+// Note that only pointer can implement interface apiUnmarshalJSON.
+type apiUnmarshalJSON interface {
+	UnmarshalJSON(b []byte) error
+}
+
 // apiSet is the interface for custom value assignment.
 type apiSet interface {
 	Set(value interface{}) (old interface{})
diff --git a/util/gconv/gconv_struct.go b/util/gconv/gconv_struct.go
index 78649056c..76ee3abb9 100644
--- a/util/gconv/gconv_struct.go
+++ b/util/gconv/gconv_struct.go
@@ -355,6 +355,15 @@ func bindVarToReflectValueWithInterfaceCheck(reflectValue reflect.Value, value i
 			return v.UnmarshalText(b), ok
 		}
 	}
+	// UnmarshalJSON.
+	if v, ok := pointer.(apiUnmarshalJSON); ok {
+		if s, ok := value.(string); ok {
+			return v.UnmarshalJSON([]byte(s)), ok
+		}
+		if b, ok := value.([]byte); ok {
+			return v.UnmarshalJSON(b), ok
+		}
+	}
 	if v, ok := pointer.(apiSet); ok {
 		v.Set(value)
 		return nil, ok