This study examines the impact of investor attention, measured by internet search volumes, on mutual fund flow and performance. In a sample from China between 2011 and 2017, we find that investor attention, proxied by targeted search in Baidu, positively contributes to contemporaneous mutual fund flow and performance, but fund performance will reverse in the following 6-12 months. Moreover, investor attention bolsters the positive relationship between fund flow and performance. The findings support wider applications of attention data in decision making.