It's very much a similar dynamic to MAGA in US. Neoliberal policies are resulting in a rapidly declining standard of living, people are becoming angry and disillusioned in the mainstream politics. Right wing opportunists come in and start criticizing liberal policies, which resonates with people because the criticisms are often legitimate. People see that somebody is actually voicing their concerns out loud and they jump on the wagon.

In a sense, right wingers are more politically developed than mainstream liberals because they are able to correctly identify legitimate problems. They don't shy away from talking about declining material conditions, corporate profiteering, and so on. The problem of course is that their solutions are bonkers. They will promote ideas like having less government, getting rid of immigrants, and so on. Unfortunately, these tropes fit in relatively well with the capitalist propaganda people have been fed.

The problem for the left is that we require people to rethink a lot of their base assumptions about how capitalism works, and that's a much bigger ask. Hence why the right tends to grow a lot more rapidly than the left.