In Latin American culture the instruction is, quite rightly, "Diga 'whiskey'" and while Swedes like to say 'Omelette', Danes have "Sig 'appelsin'", say orange. Germans, I'm told, prefer spaghetti, Iranians apples and Moroccans bread. All silly ways to make people smile while having their photos taken. (I suppose the modern version is along the lines of "Say Selfie") Are you smiling? No? Well suit yourself.
Oh and if you can say 'Cheese' ten times without laughing then it seems you are a very truthful person.
This is the service gate of the Hull Cheese about which I posted at length some time back, here.