The phrase comes from everyday Russian slang, where krasavchik means a handsome man and is also used as general praise for doing something well. The added zhi est gives it a casual, emphatic street tone, similar to saying bro at the end of a compliment. As a short four second voice clip it spread through meme edits, gaming chats and reaction videos, where the foreign language delivery makes even simple approval sound dramatic. It remains popular because it works both sincerely for a good look and ironically after a minor achievement.