Up until about the middle of the 20th century there was still utilitarian and military horse riding. Men would learn to ride. Now it seems to be culturally associated almost entirely with young upper-middle-class girls or middle-aged women. Is this the result of toy marketing (My Little Pony from the 80s onwards), or high society, or something else?
What interests me about this Finnish subculture is that it's perfectly cloned the "horse culture", just without any actual horses. It's very close to a cargo cult. Possibly Finland is too cold to have a regular horse culture?