It is possible without Hive:
scan 'filemetadata',
{ COLUMNS => 'colFam:colQualifier',
LIMIT => 10,
FILTER => "ValueFilter( =, 'binaryprefix:<someValue.e.g. test1 AsDefinedInQuestion>' )"
}
Note: in order to find all rows that contain test1 as value as specified in the question, use binaryprefix:test1 in the filter (see this answer for more examples)