It looks to me that you are trying to convert the fields, but not the values...
Try this instead:
Private Shared Function Serialize(ByVal jObj As JToken) As String
If jObj.Type = JTokenType.String Then
Return "" & jObj.Value(Of String)().ToUpper() & ""
End If
Dim serializedString As StringBuilder = New StringBuilder()
For Each item In jObj.Children().ToList
If item.Type <> JTokenType.Array Then
Dim jObjItem = item.ToObject(Of JObject)()
For Each itemKeyPair In jObjItem
Dim itemName As String = itemKeyPair.Key.ToString().ToUpper()
Dim itemValue As String = itemKeyPair.Value.ToString().ToUpper()
serializedString.Append(Chr(34) & itemName & Chr(34) & ": " & Chr(34) & itemValue & Chr(34) & ", ")
Next
Else
Dim arrayName As String = item.Path.ToString().ToUpper()
Dim arrayValues As IEnumerable(Of JToken) = item.Values()
serializedString.Append(Chr(34) & arrayName & Chr(34) & ": [")
For Each value In arrayValues
serializedString.Append(Chr(34) & value.ToString().ToUpper() & Chr(34) & ", ")
Next
serializedString.Remove(serializedString.Length - 2, 2) ' Rimuovi la virgola e lo spazio aggiunti all'ultimo elemento
serializedString.Append("], ")
End If
Next
Return serializedString.ToString()
End Function