JSFiddle - React, Tailwind, and code Playground

HTML

<div id="el" data-json='{"json":"yes"}'></div>

JavaScript

(function($) {
    console.log($('#el').data('json'));
    $('#el').data('nojson',JSON.stringify({nojson:'no'}));
    console.log($('#el').data('nojson'));
}(jQuery));