: to make a seemingly modest, self-critical, or casual statement or reference that is meant to draw attention to one's admirable or impressive qualities or achievements
When done with style, it can be very effective. Stephen Fry for example: "Oh dear. What am I going to do all day at the airport?"
Or: "Theasircon just packed up in our suite at The Ritz."
But my favourite is an expat of unknown origin posting on Facebook that he can't find any condoms big enough to fit. What a problem, eh?