diff --git a/internal/cmd/generate-types/impl.go b/internal/cmd/generate-types/impl.go
index bef43ee..07657c4 100644
--- a/internal/cmd/generate-types/impl.go
+++ b/internal/cmd/generate-types/impl.go
@@ -69,9 +69,7 @@
 {{- end -}}
 
 {{- define "Consume" -}}
-{{- if eq .Name "String" -}}
-v, n := protowire.ConsumeString(b)
-{{- else if eq .WireType "Varint" -}}
+{{- if eq .WireType "Varint" -}}
 var v uint64
 var n int
 if len(b) >= 1 && b[0] < 0x80 {
@@ -149,7 +147,7 @@
 	if n < 0 {
 		return out, errDecode
 	}
-	if !utf8.Valid{{if eq .Name "String"}}String{{end}}(v) {
+	if !utf8.Valid(v) {
 		return out, errInvalidUTF8{}
 	}
 	*p.{{.GoType.PointerMethod}}() = {{.ToGoType}}
@@ -237,7 +235,7 @@
 	if n < 0 {
 		return out, errDecode
 	}
-	if !utf8.Valid{{if eq .Name "String"}}String{{end}}(v) {
+	if !utf8.Valid(v) {
 		return out, errInvalidUTF8{}
 	}
 	*p.{{.GoType.PointerMethod}}() = {{.ToGoTypeNoZero}}
@@ -321,7 +319,7 @@
 	if n < 0 {
 		return out, errDecode
 	}
-	if !utf8.Valid{{if eq .Name "String"}}String{{end}}(v) {
+	if !utf8.Valid(v) {
 		return out, errInvalidUTF8{}
 	}
 	vp := p.{{.GoType.PointerMethod}}Ptr()
@@ -429,7 +427,7 @@
 	if n < 0 {
 		return out, errDecode
 	}
-	if !utf8.Valid{{if eq .Name "String"}}String{{end}}(v) {
+	if !utf8.Valid(v) {
 		return out, errInvalidUTF8{}
 	}
 	sp := p.{{.GoType.PointerMethod}}Slice()
@@ -553,7 +551,7 @@
 	if n < 0 {
 		return protoreflect.Value{}, out, errDecode
 	}
-	if !utf8.ValidString(v) {
+	if !utf8.Valid(v) {
 		return protoreflect.Value{}, out, errInvalidUTF8{}
 	}
 	out.n = n
diff --git a/internal/cmd/generate-types/proto.go b/internal/cmd/generate-types/proto.go
index e91cf8d..c70cc21 100644
--- a/internal/cmd/generate-types/proto.go
+++ b/internal/cmd/generate-types/proto.go
@@ -239,7 +239,7 @@
 		ToValue:    "protoreflect.ValueOfString(string(v))",
 		FromValue:  "v.String()",
 		GoType:     GoString,
-		ToGoType:   "v",
+		ToGoType:   "string(v)",
 		FromGoType: "v",
 	},
 	{
diff --git a/internal/impl/codec_gen.go b/internal/impl/codec_gen.go
index 2da1029..1a509b6 100644
--- a/internal/impl/codec_gen.go
+++ b/internal/impl/codec_gen.go
@@ -4935,11 +4935,11 @@
 	if wtyp != protowire.BytesType {
 		return out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return out, errDecode
 	}
-	*p.String() = v
+	*p.String() = string(v)
 	out.n = n
 	return out, nil
 }
@@ -4967,14 +4967,14 @@
 	if wtyp != protowire.BytesType {
 		return out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return out, errDecode
 	}
-	if !utf8.ValidString(v) {
+	if !utf8.Valid(v) {
 		return out, errInvalidUTF8{}
 	}
-	*p.String() = v
+	*p.String() = string(v)
 	out.n = n
 	return out, nil
 }
@@ -5058,7 +5058,7 @@
 	if wtyp != protowire.BytesType {
 		return out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return out, errDecode
 	}
@@ -5066,7 +5066,7 @@
 	if *vp == nil {
 		*vp = new(string)
 	}
-	**vp = v
+	**vp = string(v)
 	out.n = n
 	return out, nil
 }
@@ -5095,18 +5095,18 @@
 	if wtyp != protowire.BytesType {
 		return out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return out, errDecode
 	}
-	if !utf8.ValidString(v) {
+	if !utf8.Valid(v) {
 		return out, errInvalidUTF8{}
 	}
 	vp := p.StringPtr()
 	if *vp == nil {
 		*vp = new(string)
 	}
-	**vp = v
+	**vp = string(v)
 	out.n = n
 	return out, nil
 }
@@ -5143,11 +5143,11 @@
 	if wtyp != protowire.BytesType {
 		return out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return out, errDecode
 	}
-	*sp = append(*sp, v)
+	*sp = append(*sp, string(v))
 	out.n = n
 	return out, nil
 }
@@ -5177,15 +5177,15 @@
 	if wtyp != protowire.BytesType {
 		return out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return out, errDecode
 	}
-	if !utf8.ValidString(v) {
+	if !utf8.Valid(v) {
 		return out, errInvalidUTF8{}
 	}
 	sp := p.StringSlice()
-	*sp = append(*sp, v)
+	*sp = append(*sp, string(v))
 	out.n = n
 	return out, nil
 }
@@ -5214,7 +5214,7 @@
 	if wtyp != protowire.BytesType {
 		return protoreflect.Value{}, out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return protoreflect.Value{}, out, errDecode
 	}
@@ -5244,11 +5244,11 @@
 	if wtyp != protowire.BytesType {
 		return protoreflect.Value{}, out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return protoreflect.Value{}, out, errDecode
 	}
-	if !utf8.ValidString(v) {
+	if !utf8.Valid(v) {
 		return protoreflect.Value{}, out, errInvalidUTF8{}
 	}
 	out.n = n
@@ -5289,7 +5289,7 @@
 	if wtyp != protowire.BytesType {
 		return protoreflect.Value{}, out, errUnknown
 	}
-	v, n := protowire.ConsumeString(b)
+	v, n := protowire.ConsumeBytes(b)
 	if n < 0 {
 		return protoreflect.Value{}, out, errDecode
 	}