The necessity of conscious awareness in human learning has been a long-standing topic in psychology and neuroscience. Previous research on non-conscious associative learning is limited by the low signal-to-noise ratio of the subliminal stimulus, and the evidence remains controversial, including failures to replicate. Here, functional MRI decoded neurofeedback (DecNef) allowed participants to generate brain activity patterns consistent with a perceptual state without awareness of the represented content. We aimed to instill perceptual meaning into a meaningless hiragana by conditioning it through reinforcing neural patterns associated with perceptual content (i.e. living), thereby bypassing the conscious mapping between symbol and the perceptual referent. Despite being unaware of the goal of DecNef training, participants learned to induce the target representation in fusiform cortex. Then, the behavioural significance of DecNef training was evaluated in a visual search task. DecNef and control participants searched for living or non-living targets that were pre-cued by the targeted hiragana during DecNef or by a novel hiragana. The targeted hiragana did not prime search for the associated target but, strikingly, participants were impaired at searching for the perceptual content targeted by DecNef. Hence, conscious awareness may function to support higher-order associative learning, while lower-level forms of re-learning, modification, or plasticity in established neural representations can occur unconsciously, with behavioural consequences outside the original training context. The work also offers an account of DecNef effects in terms of neural representational drift.