Use parse, but don’t evaluate the results:
x1 <- 'pretty\\u003D\\u003Ebig'
x2 <- parse(text = paste0("'", x1, "'"))
x3 <- x2[[1]]
x3
# [1] "pretty=>big"
is.character(x3)
# [1] TRUE
length(x3)
# [1] 1
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