Non-responsive emission enhancement is the disadvantage of upconversion nanomaterials (UCNM) when compared with conventional organic based agents for molecular imaging. We herein show a new strategy by conjugating NaGdF4:Yb3+,Er3+@NaGdF4 (UCNP) with peptides to achieve responsive UC emission enhancement upon binding to a targeted protein - EBNA1. EBNA1 is a well-known viral latent protein for the EBV-associated cancer. Peptide-coating of the functionalized core-shell nanoparticle diminishes upconverted emission intensity drastically. However, the peptide-coated UCNP shows selective and responsive UC emission enhancement via aggregation with the targeted protein. This phenomenon paves a new way for UCNM in molecular imaging.