Search and replace HTML tag by class name and replace with non-HTML tag

I want to replace all div tags with the class name "figure"

<div class="figure">
    <p>Some content.</p>
</div>

with a non-HTML tag (in my case it's a Hugo shortcode)

{{% row %}}
    <p>Some content.</p>
{{% /row %}}

It's easy to replace html tags with other html tags, but I have no idea how to do it if there are non-html tags involved.

I cannot see "easy" solution, because the shortcodes can contain /, <, > characters as well, so you cannot have them as part of the document tree.

One solution is to replace the <div class="figure"> with custom tag and at the final replace these custom tags with your shortcodes:

from bs4 import BeautifulSoup

txt = '''
<div>
    <div class="figure">
        <p>Some content.</p>
    </div>
</div>

<div class="figure">
    <p>Some other content.</p>
</div>
'''

soup = BeautifulSoup(txt, 'html.parser')

for div in soup.select('div.figure'):
    t = soup.new_tag('xxx-row')
    t.contents = div.contents
    div.replace_with(t)

s = str(soup).replace('<xxx-row>', '{{% row %}}')
s = s.replace('</xxx-row>', '{{% /row %}}')

print(s)

Prints:

<div>
{{% row %}}
<p>Some content.</p>
{{% /row %}}
</div>
{{% row %}}
<p>Some other content.</p>
{{% /row %}}