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"hello _there_".replace(/_(.*?)_/, function(a, b){
    return '<div>' + b + '</div>';
})

Oh, or you could also:

"hello _there_".replace(/_(.*?)_/, "<div>$1</div>")

EDIT by Liran H: For six other people including myself, $1 did not work, whereas \1 did.

"hello _there_".replace(/_(.*?)_/, function(a, b){
    return '<div>' + b + '</div>';
})

Oh, or you could also:

"hello _there_".replace(/_(.*?)_/, "<div>$1</div>")

"hello _there_".replace(/_(.*?)_/, function(a, b){
    return '<div>' + b + '</div>';
})

Oh, or you could also:

"hello _there_".replace(/_(.*?)_/, "<div>$1</div>")

"hello _there_".replace(/_(.*?)_/, function(a, b){
    return '<div>' + b + '</div>';
})

Oh, or you could also:

"hello _there_".replace(/_(.*?)_/, "<div>$1</div>")

EDIT by Liran H: For six other people including myself, $1 did not work, whereas \1 did.

"hello _there_".replace(/_(.*?)_/, function(match, substr){
    return '<div>' + substr + '</div>';
})

Oh, or you could also:

"hello _there_".replace(/_(.*?)_/, "<div>$1</div>")

"hello _there_".replace(/_(.*?)_/, function(a, b){
    return '<div>' + b + '</div>';
})

Oh, or you could also:

"hello _there_".replace(/_(.*?)_/, "<div>$1</div>")